In 2022, Amazon Ads used their annual unBoxed conference to launch a range of new solutions, many of which concerned the measurability of ads and sales, on and off the Amazon ecosystem.
As well as having Mia Rodriguez, Will Margaritis and Zach Weinberg at the conference to soak up the speeches and breakout sessions, Drew Clements, VP, Group Director, Technology & Automation at Reprise, sat on the panel How brands can achieve trust, scale, and efficiency with the help of Amazon Ad Tech.
The panel discussed how shifts in the ad industry affect how advertisers create trusted digital connections, drive efficiency and achieve growth. Alongside Sam Cox, Director of Amazon DSP, Keerat Sharma, Director of Amazon Marketing Cloud & Ad Tech Solutions and Tony Wang, Co-Founder of SparkX Marketing, Drew explored how machine learning techniques, clean room technology, and interoperable applications are changing the way ads are bought, managed, and measured.
Amazon Marketing Cloud (AMC) featured heavily in the discussion, reinforcing AMC as a key solution for Amazon Ads in the months and years ahead. AMC is a data clean room that anonymizes and deduplicates all consumer data, giving marketing teams purchase data, ad serving data impressions, and clicks across all the different ad products on Amazon amongst other metrics.
Whilst Amazon is pushing hard to deliver AdTech solutions to marketers and ensure brands can justify their ad spend on Amazon internally with detailed metrics, Will Margaritis also sees the value of brands utilizing different retail media networks:
“For a long time, it’s been very Amazon-led, it’s been very Walmart-led, very Target-led. What we’re seeing is a lot of brands understanding what other retailers can do for them and get excited about how to reach deeper into other consumers.
Of course, Amazon is always going to be critically important, Walmart is rising in importance, Target is rising, but it’s exciting to see all of that diversification, that long tail of retail media networks starting to get the love.”
To watch the full panel How brands can achieve trust, scale, and efficiency with the help of Amazon Ad Tech, click here.
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