Familiar territory

Amazon isn’t new to advertising.

During the company’s NewFronts presentation in May, Amazon said that Prime Video has become the most-subscribed-to streaming service in the U.S. and that advertisers can reach an average monthly U.S. audience of 155 million across Amazon ad-supported streaming TV. That includes Amazon Freevee, Thursday Night Football, Twitch, Fire TV and third-party apps via Amazon Publisher Direct.

However, as recently as June, a source familiar with the matter told Adweek that a WSJ report “surprised” Amazon and that the company would let media buyers know an ad tier was coming before that knowledge was made public.

Multiple buyers told Adweek at the time that Amazon had not contacted them about a potential ad tier.