Amazon launches Publisher Cloud introducing customized programmatic deals

Amazon this week announced the launch of Amazon Publisher Cloud, a new collaboration service that enables publishers to plan programmatic deals and activate them in Amazon DSP, informed by the ability to analyze their first-party signals together with insights from Amazon Ads.

Amazon Publisher Cloud is built on AWS Clean Rooms, and provide publishers with interoperability and privacy-centric collaboration with advertisers. With AWS Clean Rooms, publishers can maintain control of their first-party signals while analyzing them alongside Amazon Ads insights to create customized deals.

“Amazon Publisher Cloud is purpose-built to provide publishers with durable addressability of their supply,” said Steve Rabuchin, vice president of third-party supply at Amazon Ads.

Amazon Publisher Cloud-based programmatic deals are already available with beta launch partners DirecTV, Dotdash Meredith, Fandom, NBCUniversal, TelevisaUnivision, and other publishers.

Amazon says that in a closed beta test, a campaign activated with NBCUniversal via Amazon DSP reached over 3.5x of the desired audience compared to an unoptimized campaign.

“Our expanded partnership with Amazon Publisher Services is a demonstration of how NBCUniversal is committed to using data to understand what resonates with our audiences and providing them with more relevant advertising experiences,” said Ryan McConville, executive vice president of Advertising Platforms and Operations at NBCUniversal. “Our collaboration enabled us to deliver significantly more effective advertising, specifically by reaching in-market viewers at scale, all in a privacy-minded way.”

Amazon Publisher Cloud is part of Amazon Publisher Services (APS), a suite of cloud-based solutions for publishers.