Blog | Channel Bakers

Microsoft and Spotify Strengthen Amazon DSP's Omnichannel Power

Written by Brad Malm | Oct 16, 2025 7:19:03 PM

In early October, two major announcements sent a clear signal to the industry: Amazon DSP is fast becoming the backbone of modern media buying.

On October 1, Spotify unveiled a global programmatic integration with Amazon Ads, making its audio and video inventory accessible through Amazon DSP for the first time. Less than a week later, Microsoft announced it will sunset its own DSP, Invest, and named Amazon DSP as its preferred partner for advertisers making the transition.

These two events reflect something bigger than tactical shifts. They represent a strategic consolidation of performance media across streaming, audio, display, and open web, all centralized through Amazon’s infrastructure.

Spotify and Amazon DSP:
Audio Joins the Full-Funnel Strategy

Spotify’s integration with Amazon DSP gives advertisers programmatic access to its high-quality streaming audio and video inventory across major global markets including the U.S., UK, Canada, Brazil, Germany, and more. With 696 million monthly active users, Spotify brings a highly engaged global audience into Amazon’s already expansive ecosystem.

Advertisers using Amazon DSP can now:

  • Plan and buy across CTV, display, audio, and retail surfaces in one platform
  • Pair Spotify placements with Amazon’s first-party shopping, browsing, and streaming signals
  • Measure campaign impact across the funnel using Amazon Marketing Cloud
  • Optimize targeting, bidding, and creative across both Sponsored Ads and DSP environments

The integration turns Spotify into a native part of full-funnel planning, not a siloed audio channel, and gives advertisers more opportunities to reach audiences in contextually rich, high-attention environments.

Microsoft Invest Winds Down, Amazon Steps In

On October 7, Microsoft confirmed it will officially shut down Microsoft Invest (formerly Xandr DSP) by February 28, 2026. As part of the announcement, Microsoft named Amazon DSP as its preferred partner, offering a migration path for advertisers and signaling a new era in Microsoft’s ad strategy.

Advertisers currently using Invest will need to move campaigns, audiences, and workflows to new platforms. Microsoft is working with Amazon to ensure a smooth transition, and to deepen integration through its own supply-side product, Microsoft Monetize.

Here’s what’s changing:

Microsoft Monetize joins Amazon’s Certified Supply Exchange, offering DSP buyers access to curated Microsoft open internet inventory
New deal packages will combine Amazon’s shopper data with Microsoft Monetize supply, creating richer targeting opportunities
The move allows Microsoft to re-focus its teams on Monetize, Curate, and the broader Microsoft Advertising Platform

 

This strategic mastery allows for more impactful marketing that not only reaches but resonates with your intended audience.

This handoff from Microsoft to Amazon reduces fragmentation in the DSP market, while giving advertisers more powerful targeting tools and access to curated open web deals, all in one place.

 

What This Means for Advertisers

These announcements underscore a clear shift in the digital ad landscape. Enterprise advertisers, retail-focused brands, and media buyers are consolidating efforts around platforms that can streamline planning, activation, and measurement, and Amazon is moving quickly to meet that demand.

With the Spotify and Microsoft partnerships, Amazon DSP now supports:

  • High-quality audio (Spotify)
  • CTV and streaming video (including Netflix, Fire TV, and Prime Video)
  • Retail media (Amazon Sponsored Ads + DSP)
  • Open web inventory with commerce data overlays (via Microsoft Monetize and others)

What used to require four platforms, five logins, and multiple reporting tools can now be managed inside a single ecosystem. For teams trying to align brand awareness, product discovery, and lower-funnel performance, that kind of integration is a game changer.


What Brands Should Be Thinking About

The expanding capabilities of Amazon DSP reflect a platform in motion. It’s growing horizontally (across channels and format) and vertically (across planning, activation, and closed-loop measurement).

This momentum introduces new possibilities, but also higher expectations for strategy.

Whether your team is new to Amazon DSP or already deep in its ecosystem, these recent integrations open new doors.

For brands that haven’t yet adopted Amazon DSP
The Microsoft and Spotify announcements offer a compelling reason to re-evaluate. Access to premium audio, video, and open-internet inventory paired with first party data is no longer limited to early adopters. Now these tools are accessible in a more unified, scalable way.

For teams already running DSP campaigns
These partnerships unlock new shopper signals and inventory that were previously harder to activate. Spotify’s audience segments and Microsoft’s curated open web supply can now be connected directly to funnel strategies that begin on Amazon.

Brands should be asking:

1

Are we building audience strategies that span retail, streaming, audio, and open web?

2

Do we have the right creative for high-attention environments like CTV and Spotify?

3

Are our attribution and measurement systems leveraging tools like Amazon Marketing Cloud?

4

Are we positioned to test and integrate new surfaces without disrupting performance?

 

Now is a strategic moment to realign. Not just to the DSP itself, but to the new audiences it makes accessible.

 

What This Signals for the Future of Media Buying

When two major players, Microsoft and Spotify, choose to integrate with Amazon DSP in the same month, it’s not just a coincidence. It reflects a changing mindset across the industry.

Advertisers are no longer content stitching together fragmented systems. They want clarity, control, and commerce-aligned outcomes. That’s where Amazon DSP is heading.

At Channel Bakers, we’re already working with brands to design omnichannel strategies that take advantage of these shifts, blending Sponsored Ads and DSP placements, activating in high-attention audio and video environments, and building measurement plans that close the loop between awareness and conversion.

The infrastructure is here. The data is flowing. And the future of performance media is taking shape in real time.

 


The smartest strategies are already starting.

If your team is exploring how to evolve with Amazon DSP’s growing reach, let’s talk.