“This is an important foundation for our performance capabilities,” Moss stated.
Creating programmatic worth from premium partnerships
Beyond attain, Moss stated consumers are considering simplification.
“One of the things that we very much talk about is the Amazon DSP,” Moss stated. “It gives them one place that they can access all their premium inventory, have control, reach, and frequency with our authenticated graph capabilities.”
With Amazon establishing extra partnerships with premium publishers in 2025, together with Netflix and Disney, Moss stated 2026 is a 12 months to assist advertisers reap the benefits of these partnerships programmatically.
“Programmatic has always been important for us,” Moss stated. “I think now you see every advertiser embracing it, embracing the data that comes with it, the flexibility that comes with it, the different ways of buying that create flexibility for them, and they want one tool to simplify it.”
Getting manufacturers nearer to stay sports activities
Over the previous 12 months, Amazon and Prime Video have continued to develop stay sports activities choices. For instance, with the addition of NBA and golf to its Black Friday NFL protection, Prime Video noticed a 40% enhance in Black Friday advertisers throughout classes, together with CPG, retail, automotive, journey, and leisure, the corporate informed ADWEEK in November. In addition, non-endemic advertisers grew almost 50% 12 months over 12 months for Black Friday.
To proceed rising sports activities, Amazon will meet with manufacturers at CES to concentrate on inventive partnerships that get them nearer to the on-field motion by contextually related inventive, integrations into content material, and strategic partnerships in video games. In 2026, Amazon can also be bringing much more sports activities alternatives, as Moss says the corporate seems to be “all seasons,” with Amazon DSP including stock from the upcoming Winter Olympics and the corporate heading into its second 12 months with the NBA.
The firm can also be talking with shoppers about its biddable codecs for sports activities, in addition to its Live Event Optimizer, an AI-powered and programmatic providing that lets advertisers entry audiences through the largest stay sports activities moments.
“Live Event Optimizer transforms events advertising from what’s really been complex, fragmented, hard-to-catch, the big moments—the game goes into overtime, and the audience builds into a streamlined self-service experience,” Moss stated.
Demonstrating extra AI-powered inventive
Moss stated CES can also be offering a chance to demo extra inventive capabilities for advertisers, together with Creative Agent, an AI-powered instrument that analyzes a model’s belongings on Amazon throughout different websites, compares product options, reads buyer critiques, and generates inventive briefs and storyboards for campaigns. Moss stated the providing is receiving “great customer feedback” up to now.