Attain, a company that sells purchase data gathered through its own consumer apps, said on November 5, 2026 that advertisers can now build and activate its purchase-based audiences directly inside Amazon Ads DVA+, the display, video and audio buying product that took over from the Amazon DSP name in September. According to Attain, the integration was live from the day of the announcement and reaches "the full range of inventory of Amazon Ads DVA+."

The move extends a relationship that began on the measurement side. In 2025, according to Attain, it became one of the first partners to run automated offline sales measurement for what was then Amazon DSP. The same data now sits at the start of a campaign rather than only at the end, used to choose who sees an ad instead of only grading whether the ad worked. The announcement gives no pricing, no segment count, no list of the retailers in its taxonomy, no market list and no performance figures. No Amazon Ads executive is quoted.

In Short

Attain gathers shopping records from millions of Americans who agreed to share them through its apps, and advertisers can now pick audiences built from those records inside Amazon's tool for buying display, video and audio ads. This matters because Amazon's own data mostly shows what people do on Amazon, while Attain's records also cover purchases at other stores, in physical shops and at businesses that have nothing to do with Amazon's store. A burger chain or a car brand buying Prime Video ads, for example, can now choose viewers by what they actually bought somewhere else, without carrying that data in from a separate system.

What Attain connected to DVA+

The core of the announcement is what Attain calls its "newly expanded omni-retailer taxonomy." According to the company, it allows advertisers on DVA+ "to segment consumers by retailer or combination of retailers, purchase category, and shopping channel (online or in-store)." In practice, that structure lets a single segment combine three variables: where a person shopped, what kind of product they bought, and whether the purchase happened in a store or online. The announcement does not name a single retailer or category in the taxonomy, and it does not say how many segments exist.

Attain says the audiences are "built from permissioned, organic spending across tens of thousands of merchants and brands, with signals refreshed daily." The word "organic" is not defined. Neither is the capture method: the announcement does not say whether transactions come from linked card or bank accounts, scanned receipts, connected email or a mix. There is also a small difference in how the company describes its own speed. The body of the announcement says signals are refreshed daily, while the company description at the end calls Attain a source for "permissioned, real-time purchase data in the United States."

The supply behind all of this is a consumer panel. According to Attain, the company connects "directly with over 14 million consumers" through "owned and operated apps, spanning financial wellness and shopping rewards," and those consumers "receive everyday value in exchange for the explicit permission to use their data for research, insights, and targeted advertising." The apps are not named. Attain also describes itself as "the most trusted and comprehensive source" for that kind of data in the United States, a ranking the announcement does not back with any comparison.

From an advertiser's point of view, the segments arrive as third-party data: information gathered by a company other than the brand and other than Amazon, then licensed for targeting. Attain's distinction lies in how it says the data is collected, first-hand and with consent recorded inside its own apps, rather than in who ends up using it.

Brian Mandelbaum, CEO and co-founder of Attain, framed the integration around speed. "Consumers don't live inside one retail channel or one ecosystem. Their purchase behavior spans all of them," he said. "Advertisers have always wanted to build campaigns around what people actually buy, but the challenge has been getting that signal fast enough to act on it. This partnership brings together more purchase signals to improve outcomes for advertisers."

From measuring sales to choosing audiences

Attain's 2025 role with Amazon was sales lift measurement, a method that compares what people exposed to a campaign bought with what a comparable unexposed group bought, and attributes the gap to the ads. According to the announcement, Attain "became one of the first automated offline sales lift measurement partners of the former Amazon DSP," and the new integration "brings that same foundation of purchase intelligence further upstream in the campaign lifecycle."

Amazon has been building out its own offline measurement over the same period. On November 4, 2025, it expanded Omnichannel Metrics to five product categories - Consumer Electronics, Fashion, Home Goods & Furniture, Home Improvement, and Toys & Games - and automated study creation that had previously required managed-service teams. The product drew on the Amazon Shopper Panel plus third-party data sources, and Amazon did not say which retail partners supplied the offline data. On July 7, 2026, Amazon went further and began breaking offline sales down by the individual retailer where they happened, at study and campaign level, in the United States only. The panel pays participants for uploading receipts, and the third-party signal providers that supplement it were again not named.

Separately, on May 15, 2026, Amazon opened a self-service Studies page that let advertisers configure and pay for more than 50 third-party measurement products in 18 countries, including brand lift and offline sales lift studies from vendors such as NCS, DISQO and Kantar. Attain's announcement does not say which of these Amazon routes its 2025 measurement work ran through.

Moving the same dataset from measurement into targeting has a consequence the announcement does not address. A campaign that selects its audience with Attain segments and then measures sales with an Attain study would be graded by the same source that chose who saw the ads. Nothing in the announcement says that is how advertisers will use the two products, and Attain does not say whether it separates them. The same question already applies to retail media networks that sell an audience and then report the sales that audience produced.

Attain's measurement work is not limited to Amazon. On October 5, 2026, The Trade Desk published a post on retail data that described an analysis "spanning 11 brands and 8 retailer datasets across grocery, big-box, and specialty categories, using Attain as a retail-agnostic measurement layer." In that post, 90% of campaigns beat Attain's own benchmarks for new-buyer ROAS by an average of 122%, although the post gave no study period, holdout design or campaign count. That post marked Attain's first appearance in PPC Land's coverage. The company now sits inside Amazon's buying tool while also serving as a measurement reference for The Trade Desk, a competing buying platform.

Endemic and non-endemic buyers

Attain makes two separate cases in the announcement, one for each side of Amazon's advertiser base.

For brands that sell on Amazon, the integration "unlocks more visibility, allowing them to discover and target audiences based on a broader view of shopping habits, competitor dynamics, and customer loyalty," according to the company. Amazon's own signals describe what shoppers do on Amazon. What Attain adds, on its own account, is how those same people behave at other retailers.

The second case concerns non-endemic advertisers, the brands whose products Amazon does not stock or sell. Attain lists QSR, travel, financial services, entertainment and automotive brands "running full-funnel campaigns across third-party inventory or Amazon's owned channels, like Prime Video." For them, according to Attain, the integration "provides visibility into transactions that occur entirely outside of Amazon." A fast-food chain's sales happen at its own counters and in its own apps, which Amazon's retail data does not see. Purchase records from a panel that spans tens of thousands of merchants could, in principle, fill that gap.

Amazon has offered audiences from its non-retail properties for years. In May 2020, it made audiences built from Prime Video streaming available in the Amazon DSP audience builder, next to retail signals such as product views, purchases and keyword searches. Those are Amazon's own signals. Attain's offer is aimed at the purchases Amazon cannot observe.

Payments data has also been named by the IAB as a route to the same advertisers. The IAB's September 2026 report "Data Clean Rooms in Commerce", which PPC Land covered on October 9, 2026, described "payment solutions as an example of a source for non-endemic audiences" for retailers. Attain's financial wellness and shopping rewards apps place it close to that description, though the company does not call itself a payments business.

What the agency executives said

Three agency executives are quoted in the announcement. None gives a campaign result, a budget figure or a test outcome.

"We've already seen firsthand the value of Attain's purchase signals, both in the quality of the signals and the breadth of consumer behavior it gives us visibility into," said Aurora Brennan, SVP, Media Director at Tombras. "That broader view helps us understand what consumers are actually doing across retailers and categories. Having that signal flow directly into Amazon Ads DVA+ makes something we already knew was valuable significantly easier to put to work for our clients."

Ben Grossman, Managing Director, Applied AI Strategy at Publicis Groupe, focused on workflow. "The real opportunity today isn't just better intelligence, it's removing the friction between insight and execution," he said. "The ability to access Attain's signals directly within Amazon Ads DVA+ is a meaningful step toward a more connected, intelligent media ecosystem, where we can move faster, make more informed decisions, and ultimately drive better outcomes for our clients."

Aisha Khan, Head of Dentsu Commerce, North America, put the case against proxy-based targeting. "We've spent years building audiences around proxies for what consumers might do. Purchase behavior tells us what they actually did," she said. "Making that signal directly available in Amazon Ads DVA+ gives advertisers an additional level of intelligence to build from, especially as the industry looks for stronger, more durable signals of consumer behavior."

Brennan's remark that the integration makes the data "significantly easier to put to work" suggests Tombras was already using Attain's signals before November 5, through some other route. The announcement does not say which.

DVA+ is still rolling out

The integration is described as native to DVA+, and DVA+ itself is new. On September 29, 2026, Amazon retired the Amazon DSP name, introduced DVA for display, video and audio buying, and rebranded the wider platform as Amazon Ads Agent. Amazon DSP was the company's demand-side platform, the software that bids on individual ad impressions for an advertiser, and Attain's own announcement still refers to it as "the former Amazon DSP."

DVA+ is the campaign flow on top. As PPC Land reported, it is a four-step builder that runs in two tiers. In the default tier, Amazon's AI manages targeting, bidding, inventory, creative, budget and formats. In DVA+ with advanced settings, advertisers control targeting manually, including lookalikes, retargeting, suppression, publisher lists, deal activation and frequency capping. At launch, DVA+ was in extended closed beta in the United States, with an open beta expected in late October 2026, international expansion through the fourth quarter and general availability in 35 markets targeted for the first quarter of 2027. Billing was invoice-only during closed beta. By October 29, 2026, Amazon's launch announcement still listed DVA+ as closed beta, and Amazon's own DVA+ page described the advanced-settings tier as available to a limited set of US advertisers.

That structure raises the most practical question about Attain's integration: which advertisers can actually use it? Building an audience from a taxonomy and attaching it to a campaign is a manual targeting step, and in PPC Land's description of DVA+, manual targeting belongs to the advanced tier. The announcement does not say whether Attain segments are available only there, or whether the default tier - where Amazon's system chooses the audience - can also take them as an input. If the answer is the advanced tier only, the advertisers able to use the integration on day one are a subset of a product that is itself still in beta. Attain's data covers the United States, and DVA+ was still a US closed beta in late October, so the geography at least lines up.

How outside data has reached Amazon's buying tools

Attain is not the first outside data company to plug into Amazon's DSP, and the routes have varied.

Nielsen's segments arrived on December 8, 2025 through Zeotap Data Distribution, usable in standard DSP audience selection and inside Amazon Marketing Cloud. OnAudience's AI-generated segments, announced on November 25, 2025, are licensed for activation through Amazon DSP under Amazon's standard data licensing frameworks. LinkedIn's professional data reached Amazon's streaming TV buying on May 7, 2026 through deal-based buying with Microsoft Monetize inventory, in the US only. Adsquare's location segments went live on July 23, 2026 through Amazon's 3P Audience Hub, a self-service marketplace where third-party providers list pre-built audiences that are matched automatically to Amazon IDs, in six markets.

Purchase data has reached Amazon DSP before as well. On April 8, 2026, NielsenIQ made its GeoPurchase segments available through Adsquare, with activation across DSPs that include Amazon DSP. Those segments are built from anonymized, store-level sales of packaged consumer goods. Attain's are built from the transactions of consumers enrolled in its apps, and they extend beyond packaged goods to restaurants, travel and other categories, according to the company's description of its non-endemic use cases.

The Attain announcement says "native activation" without naming the route. It could be the 3P Audience Hub, a direct integration or another mechanism, and Attain does not say how its segments are matched to Amazon's identifiers or what match rate results.

Purchase data keeps moving into ad platforms

Attain's integration fits a pattern that PPC Land has tracked through 2025 and 2026, in which transaction records from outside the big platforms are pushed into their buying tools.

Some of that supply comes from retailers selling access to their own shoppers. On April 27, 2026, Albertsons Media Collective joined Google's Commerce Media Suite, routing first-party shopper data from more than 2,200 stores into YouTube and Display & Video 360. On June 11, 2026, Walmart Connect and Google announced that Walmart audience segments could be activated on YouTube through DV360, with closed-loop sales measurement at Walmart.com and in stores, although that capability was still a closed proof of concept.

Other supply comes from companies that sit across many retailers at once, which is Attain's category. PayPal launched Offsite Ads built on cross-merchant purchase data in April 2025, with Publicis Media named as its first agency partner. On April 23, 2026, Media.net partnered with the rewards app Fetch, which processes more than 13 million receipts a day, to bring receipt-level purchase data into open-web programmatic. On October 21, 2026, TransUnion introduced Transaction Matching with Fiserv, tying in-store card and tap-to-pay transactions to pseudonymized shopper profiles.

The difference between the two groups is coverage. A retailer can sell data only on its own customers. A panel such as Attain's can show the same shopper at several retailers, which is exactly the "retailer or combination of retailers" segmentation the company is now selling inside Amazon. The trade-off is scale: a retailer's data covers its full customer base, while a panel covers only the people who installed the apps and gave permission.

What the announcement leaves out

Several details a buyer would need to price and plan a campaign are missing. There is no data fee or CPM. Because the retailers in the "omni-retailer taxonomy" are not listed, the announcement does not show whether Amazon itself is one of the retailers advertisers can segment by, or which of Amazon's competitors are. Beyond the 14 million panel figure, no audience size is given for any segment.

On consent, the announcement relies on two phrases, "permissioned" and "explicit permission," without describing how permission is collected, how long it lasts or how a user withdraws it. None of the agencies quoted gives a test result, and the 2025 measurement partnership comes with no figures either.

Why this matters

Amazon's advertising business is large enough that each new data source attached to it carries weight. In the third quarter of 2026, Amazon reported advertising revenue of $19.64 billion, up 10.9% year over year, and guided to growth "in the high teens" for the fourth quarter. Restaurants, insurers, airlines and carmakers buying Prime Video or open-web inventory through Amazon have had less use for Amazon's shopping data, because the purchases that matter to them happen elsewhere.

Attain's integration is aimed at that gap. For agencies, the more immediate change is operational: Grossman's comment about "removing the friction between insight and execution" describes a workflow in which purchase segments no longer need to be built in one system and moved into another. For data companies, Amazon's buying tool has become another distribution point next to The Trade Desk, where Attain already serves as a measurement reference. How much of this reaches live campaigns depends on two things the announcement leaves open - which DVA+ tier can use the segments, and what they cost on top of media.

Timeline

Summary

Who: Attain, a US purchase data company that says it connects directly with over 14 million consumers through its own apps, and Amazon Ads. Executives quoted are Brian Mandelbaum, CEO and co-founder of Attain; Aurora Brennan of Tombras; Ben Grossman of Publicis Groupe; and Aisha Khan of Dentsu Commerce, North America.

What: Attain's purchase-based audiences can now be built and activated natively inside Amazon Ads DVA+, segmented by retailer or combination of retailers, purchase category and online or in-store channel, with signals refreshed daily. The integration follows Attain's 2025 role as an offline sales lift measurement partner of what was then Amazon DSP.

When: Attain announced the integration on November 5, 2026 and said it was live the same day. DVA+ itself entered extended US closed beta on September 29, 2026, with general availability targeted for Q1 2027.

Where: Inside Amazon Ads DVA+, across Amazon's owned inventory such as Prime Video and third-party inventory. Attain's data covers the United States, and no other market is named.

Why: Attain says advertisers want campaigns built on what people actually buy, faster than before. The integration gives brands that sell on Amazon a view of shopping at other retailers, and gives non-endemic advertisers such as restaurants, travel, financial services and automotive brands a purchase signal from outside Amazon. Pricing, segment counts, the retailer list, match rates and which DVA+ tier can use the segments were not disclosed.