Sean Muller, CEO at iSpot, also endorsed the news, adding, “Today’s announcement underlines our commitment to brands, which need to understand advertising in the context of the broader TV and streaming landscape and gain a clear view of audience viewership inside and outside the home to justify and optimize investments.”

Giving marketers even more data capabilities, Amazon also announced a new tool—Amazon Marketing Cloud Audiences (AMC Audiences)—a clean room that lets advertisers combine their own inputs with Amazon signals. The new feature lets brands create and update their Amazon DSP audiences within AMC and activate them in Amazon DSP.

According to advertiser-provided data, an art office supply brand used AMC Audiences to help clients reach customers interested specifically in bulk purchase orders, which resulted in a 16% monthly sales increase without affecting its ads budget.

Game time

Last year, the NFL’s Thursday Night Football became exclusive to Amazon Prime Video for the first time. With a year of experience under its belt, Amazon is now adding new advertising options and creative within TNF. These include audience-based creative, which will let advertisers segment NFL-viewing audiences into custom cohorts at the same time.

With the new tech, advertisers can now launch creative tailored to each cohort based on geographic, demographic and behavioral signals—so an automotive brand could run a sports car ad, an SUV spot and an overarching brand spot to different audiences all within the same 30-second ad position.

Amazon is also adding clickable, interactive ads to TNF on Fire TV, which viewers can interact with without leaving the TNF football stream.

The company previously announced it would broadcast the first Black Friday NFL game in 2023. However, at NewFronts, Amazon offered more details.

In addition to Prime subscribers, all consumers will have access to the new NFL game, as Amazon looks to provide a Black Friday deal to more customers than ever.