InfoSum Integrates With Amazon Ads To Maximise Advertiser Performance Using First-Party Insights
As advertisers and media agencies look to enhance audience reach, media suppression, and enrichment, this comprehensive integration empowers advertisers to drive better business outcomes while maintaining strict privacy standards. Leveraging InfoSum's decentralised architecture with the new Push-to-Amazon functionality, advertisers can securely push signals directly to Amazon DSP (ADSP) or Amazon Marketing Cloud (AMC). This allows advertisers to unlock advanced capabilities like look-alike modeling, retargeting, and audience suppression, driving results across Amazon's advertising inventory.
The InfoSum and Amazon Ads integration delivers four key features:
Effortless First-Party Activation
Advertisers can seamlessly push their first-party signals directly to Amazon Ads using InfoSum's secure and intuitive UI, without sharing raw information. This streamlined process reduces complexity and accelerates campaign activation.
Enhanced Audience Segmentation and Targeting
By combining first-party insights with Amazon signals, advertisers can create custom audiences for personalised targeting in Amazon Demand-Side Platform (ADSP), enabling them to personalise and optimise omni-channel media strategies across Amazon's premium supply, including Prime Video, Twitch, Fire TV, and third-party inventory.
Comprehensive Measurement and Reporting
The integration allows advertisers to leverage enriched insights within AMC for advanced analysis. This includes insights on in-store impact, path to conversion, lifetime value (LTV), customer acquisition cost (CAC), and sophisticated attribution techniques like Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM), providing a complete view of campaign performance across both digital and offline channels.
Optimised Media Spend
With real-time access to audience insights, advertisers can dynamically adjust their media strategies, optimising spend and improving return on investment (ROI).
"Advertisers today need a secure and effective way to leverage their first-party insights across media platforms, optimising both performance and return on investment," said Valerie Mercurio, VP, Business Development, at InfoSum."In 2025, it's imperative that the media industry prioritises privacy, and our new integration with Amazon Ads makes this even simpler, allowing advertisers to activate their customer insights in a privacy-first manner while benefiting from Amazon's rich audience insights."
About InfoSum
InfoSum is WPP's privacy-first data collaboration technology, trusted by global businesses to unlock the full potential of their first-party data without risk. Its patented, cross-cloud, decentralised technology leverages advanced Privacy-Enhancing Technologies (PETs) to radically transform how companies generate audience intelligence and drive better customer experiences. By making it possible to connect data sources across the marketing ecosystem without moving or exposing data, InfoSum delivers the most protected, most connected, and most accessible data collaboration network in the world.
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