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Amazon has made ads a default feature on Prime Video, turning the platform into a massive, ad‑supported audience within its commerce ecosystem. Marketers can now buy pre‑roll, mid‑roll and occasional post‑roll spots programmatically via Amazon DSP, linking video impressions to shopping behavior and sales data. The integration of first‑party commerce signals enables precise targeting and full‑funnel measurement, making Prime Video a must‑plan channel rather than a peripheral option. Brands of all sizes can access premium inventory without traditional upfront commitments, driving demand from awareness through purchase.
Advertisers are turning to matched‑market tests to prove ad incrementality as consumer confidence wanes and identifier opt‑outs erode data signals. The method pits a test geography receiving media against a control geography without exposure, isolating true lift while mitigating risk....
