Amazon Announces Publisher Cloud to Plan Programmatic Deals in Amazon DSP

Amazon unveiled Amazon Publisher Cloud, a new collaboration tool that lets publishers organize programmatic deals and activate them in Amazon DSP. It is based on the capacity to examine both first-party signals and Amazon Ads insights. AWS Clean Rooms are the foundation of Amazon Publisher Cloud. Publishers and advertisers can collaborate in a privacy-focused manner and utilize interoperability, enhancing customers’ experiences with more pertinent advertising. Moreover, it will support safe and efficient communication between Amazon Ads and its advertiser and publisher partners.

What is Amazon Publisher Cloud?

Amazon Publisher Cloud is included in the group of cloud-based services called Amazon Publisher Services (APS). It assists publishers in creating profitable digital media businesses. Publishers can deliver more relevant ads to their audiences and optimize results with the help of APS’ server-side header bidding solutions and direct-to-publisher supply relationships. APS offers services, infrastructure, and cutting-edge advertising technologies to publishers of connected TV, mobile apps, audio, and websites. As a result, they will be able to generate revenue from their ad-supported content, create unique demand, allow audience-level buying, and obtain a deeper understanding of their own audiences.

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New Clean Room Solution for programmatic deals

Amazon Publisher Cloud is the first and sole clean room solution that allows a publisher to leverage insights from Amazon Ads. It helps in analyzing first-party signals and creating reach-optimized deals. Through a single, efficient workflow, publisher deals are made accessible for activation in Amazon DSP. For example, a publisher can comprehend how its contextual signals match up with in-market Amazon Ads audiences. Amazon Publisher Cloud-based programmatic deals are offered with beta launch partners like DirecTV, Dotdash Meredith, Fandom, NBCUniversal, TelevisaUnivision, and other premium publishers.

APS for publishers

AWS Clean Rooms serve as the foundation for Amazon Publisher Cloud. It offers publishers flexible interoperability. With AWS Clean Rooms, businesses and their partners can analyze and work together on their collective signals more quickly and securely. Furthermore, they can work without having to share or duplicate each other’s underlying datasets. Customers can work with any other business in the AWS Cloud to generate unique insights about advertising campaigns, investment decisions, and research and development. When compared to an unoptimized campaign, Amazon’s Amazon Prime campaign with NBCUniversal via Amazon DSP during the closed beta period reached more than 3.5 times the target audience.

Here’s what they said

Steve Rabuchin, vice president of third-party supply at Amazon Ads said

Amazon Publisher Cloud is purpose-built to provide publishers with durable addressability of their supply. We built Amazon Publisher Cloud to ensure that publishers securely maintain control of their first-party signals with the ability to analyze them alongside Amazon Ads insights, create customized and more effective deals, and easily make them available in Amazon DSP. We’re excited to connect publishers and advertisers and help them deliver more relevant customer experiences.

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