Amazon just made two moves that every performance marketer should understand—and it's more than partnerships. It's a signal:
The future of retail media is privacy-first, data-smart, and built for measurable outcomes.
What Just Happened?
Amazon announced new integrations with InfoSum and Magnite, expanding its ad stack in ways that actually matter for performance:
InfoSum Integration: Advertisers can push their first-party signals directly to Amazon Ads and create custom audiences for personalized targeting across Amazon's supply, including Prime Video, Twitch, Fire TV and third-party inventory.
The key? You're not sharing raw customer data. InfoSum's decentralized architecture keeps your information secure while unlocking advanced targeting capabilities.
Magnite Partnership: The collaboration gives publishers deeper access to Amazon's streaming TV inventory through Amazon Publisher Services and Fire TV devices. Translation: cleaner paths to premium connected TV placements with better reporting integration.
Put simply: Amazon is doubling down on what it does best-connecting retail intent with streaming reach-while removing friction for brands and respecting consumer privacy.
Why This Matters for Performance?
This is a strategic play and here's why it matters:
First-Party Data Becomes Your Competitive EdgeWith the InfoSum integration, advertisers will be able to use the platform's advanced identity capabilities for look-alike modeling, retargeting and audience suppression across Amazon's advertising inventory. If you've invested in customer data collection and capture, you can now activate that intelligence securely at scale. |
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Measurement That Actually MeasuresYou're not just getting another targeting option, you're getting measurement capabilities that connect to business outcomes:
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Connected TV Without the ComplexityThe partnership will give publishers access to Magnite's supply-side demand that runs on Amazon devices while giving Magnite access to more CTV inventory on Fire TV devices through APS. Amazon isn't just serving ads on its own properties, it's connecting retail-first data with premium off-site video in one consolidated buying experience. |
Why Channel Bakers Sees This as a Pivot Point?
Privacy-First at Scale
Amazon isn't waiting for browser-based solutions that remain experimental. They're optimizing for environments where customers are already logged in and engaged, not chasing cookies on the open web.
Signal Over Hype
We're beyond sandbox talk. This is live. This is measurable. Amazon reported that its Q1 revenue generated from advertising rose 19% year-over-year to $13.92 billion, beating expectations and outperforming the growth rates of rivals such as Google and Meta. You're dealing with actual inventory, actual targeting precision, and actual performance.
It's a Platform Game, Not a Channel Game
This builds on Amazon's strength as a full-funnel platform. From search and retail intent to streaming engagement and conversion measurement, all under one roof, with usability baked in for media teams.
What This Should Mean for Your Strategy?
Amazon's InfoSum and Magnite partnerships are pragmatic growth drivers built for today. Implementing these capabilities requires strategy, not just access. To win in this evolving landscape, performance marketers need to focus on three critical areas:
| Focus Area | What to Do |
| Activate First-Party Data |
Ensure your CRM, loyalty data, and audience insights are clean, segmented, and ready for secure activation through InfoSum/Amazon |
| Expand to CTV | Add weight to Prime Video and streaming TV—especially within Amazon's CTV stack powered by Magnite |
| Double Down on Closed-Loop Measurement |
Leverage Amazon Marketing Cloud for deeper funnel intelligence—identify what's working and prioritize spend where it drives ROI |
Signal vs. Noise
Amazon's InfoSum and Magnite partnerships sharpen one core truth: performance and privacy aren't a trade-off—they're a mandate.
The brands that win in this new landscape won't be the ones with the biggest budgets or the loudest campaigns. They'll be the ones who understand how to make their data work smarter, not harder.
The ecosystem is getting more sophisticated. Your approach should be too.
Channel Bakers helps performance marketers navigate the evolving ad tech landscape with strategies that connect data, media, and measurement for measurable outcomes.
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