HERE'S WHAT AMAZON IS TELLING ADVERTISERS BEHIND CLOSED DOORS

Summary from the TLDR Marketing newsletter

Amazon is telling advertisers it will anchor 2026 plans on authenticated reach, programmatic simplicity, live sports, and applied AI. It claims its Authenticated Graph can connect advertisers to 90% of US households across the open internet using verified signals. The company is pushing Amazon DSP as a single buying tool that unlocks premium partners like Netflix and Disney programmatically. Live sports is a growth driver as Prime Video saw a 40% increase in Black Friday advertisers and nearly 50% growth from non-endemic brands year over year.