AMAZON'S DATA LOOP JUST GOT STRONGER

Summary from the TLDR Marketing newsletter

Amazon has expanded its CTV advantage by combining commerce-based targeting with premium streaming inventory and new B2B audience data. Advertisers can now use Amazon shopping and intent signals to target Netflix viewers, which turns CTV into a more measurable channel for brands that sell on Amazon by linking impressions to product views, add-to-carts, and purchases. Amazon also integrated LinkedIn's 1+ billion member dataset into its DSP, which gives B2B marketers access to role, seniority, and industry targeting on streaming TV at scale. The move strengthens both audience precision and attribution at a time when streaming accounts for 38% of TV viewing in the UK and US programmatic CTV spending has reached $37 billion.