It’s solely days into the brand new 12 months, and we’re already getting a peek backstage at Amazon’s upfront pitch to advertisers.
The Consumer Electronics Show (CES) is returning to Las Vegas this week, with publishers able to showcase their newest adtech options and capabilities to media consumers. Speaking with ADWEEK forward of the occasion, Alan Moss, vp, world advert gross sales, Amazon Ads, famous that CES is the kickoff level for upfront conversations, the place Amazon does “more listening than pitching” to grasp consumer wants, from large model moments to stay sports activities sponsorships.
“It’s the beginning of understanding customers, advertisers, and agencies’ goals for the year, to work backwards from them and prioritize them,” Moss stated. “It’s the opportunity to start talking about how we can help them to realize those goals, and—as they’re thinking about them—building a path to the upfronts and what’s coming.”
Heading into the 12 months, Moss outlined a number of top-of-mind priorities for Amazon Ads, together with specializing in companions comparable to companies and tech suppliers as precedence clients to “reinvent” how they collectively develop their companies. Meanwhile, the corporate can also be prioritizing how Amazon DSP and its adtech may help join throughout the open web, increasing AI capabilities, and shifting past conventional channels to succeed in extra non-endemic advertisers in 2026.
With that in thoughts, Moss gave ADWEEK a preview of what the corporate is speaking about with shoppers in its closed-door conferences. Here’s an insider’s perspective on the matters and priorities being mentioned in Amazon’s assembly rooms:
Showcasing the attain of Amazon’s Authenticated Graph
Moss defined that, in his conversations with media consumers, shoppers are searching for full-funnel options and mitigating guesswork. Given these priorities, the corporate’s Authenticated Graph has turn into “a big deal” for purchasers to develop attain throughout the open web.
Amazon has beforehand touted that the providing allows advertisers to succeed in audiences throughout the web by verified indicators quite than probabilistic ones, and the corporate is making strategic strikes to additional strengthen that attain. For occasion, final 12 months Amazon partnered with Roku to succeed in 80 million authenticated households, and on the firm’s most up-to-date unBoxed occasion, Amazon stated it may join advertisers with 90% of U.S. households, bringing authentication throughout the open web and thru its first- and third-party provide.