Dive Brief:
- Amazon Ads introduced Complete TV, a new capability powered by artificial intelligence (AI) within its Amazon Demand-side Platform (DSP) to help media buyers manage their streaming planning and budgeting across Prime Video and other premium publishers’ inventory, per a company announcement.
- Complete TV uses Amazon’s Ad Relevance engine to mine the company’s real-time data insights, including its first-party shopping, browsing and streaming signals, to maximize a campaign’s reach and frequency across linear and streaming channels.
- Complete TV can be used through Amazon’s Ads Planner tool or be integrated into existing agency tools or other tech services through a privacy-safe API, where budgets, audiences and rates can be entered to determine budget allocations.
Dive Insight:
Amazon is already a giant in the retail media space and the owner of a top streaming service. The introduction of Complete TV is a bid to give the company a more significant role in the way connected TV (CTV) ads are bought, sold and managed.
The automated tool is designed to help media buyers track and optimize both the yearlong commitments they may have made during upfront buys and their scatter market budgets to avoid redundant reach among target audiences. According to Amazon, using Complete TV is simple: buyers enter their details into its system,and it will automatically take care of the rest, managing the often-confusing world of shifting audience behaviors, inventory fluctuations and measurement inconsistencies.
Complete TV enables advertisers to reach up to 95% addressability, per Amazon’s internal data. It also offers advanced analytics through Amazon Marketing Cloud and 0% fees for programmatic guaranteed deals on Amazon properties, and 1% programmatic guaranteed deals on premium streaming publishers. The full suite of Complete TV capabilities is currently available in beta and will become widely available over the coming year.
Complete TV is likely to be an impressive offering if it can deliver on its promises. What remains to be seen is whether advertisers and agencies will give over to it and its algorithms, effectively ceding control of their media to Amazon. Amazon is already a leading network in the retail media space, and it is looking to gain an even greater share of the overall CTV market with the addition of live sports programming and other premium offerings. As that share grows, some buyers may wonder who Complete TV benefits the most: the advertisers or the company.
