Making Sense of Amazon DSP's Integrations with Roku, Disney, Netflix, and the Open Internet - Episode 415
🎙️Interview With Pat Petriello of Acadia
DESCRIPTION
Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Account Management.
Today, we’re digging into how Amazon’s DSP has expanded its streaming and connected TV media buying footprint through strategic partnerships with Netflix, Disney+, and Roku.
To help unpack it all, we’re joined by Pat Petriello, our Director of Retail Marketplace Strategy, who’s been tracking all these updates and what they mean for brands.
“The era of cheap clicks and free audience access across Google Meta and Amazon is largely over.”
KEY TAKEAWAYS
In this episode, Julie, Jordan, and Pat discuss:
Amazon DSP Expansion: Overview of Amazon’s new integrations with Netflix, Disney, and Roku, and what they signal about Amazon’s push into streaming and connected TV media buying.
Media Landscape Trends: Discussion of the decline of linear TV and the rise of streaming—backed by Nielsen data showing streaming TV viewership surpassing broadcast and cable in the US.
What This Means for Brands: How Amazon DSP acts as a nearly one-stop shop for reaching streaming audiences, including the value of authenticated reach and new inventory across multiple premium publishers.
Amazon’s Unique Differentiators: Universal frequency capping, access to first-party data for closed-loop attribution with Amazon Marketing Cloud, and lower programmatic guaranteed rates compared to industry averages.
Differences in Partnerships: Breakdown of the depth and reach of the Roku integration versus publisher deals with Disney and Netflix, with Roku offering the largest authenticated footprint currently.
Early Learnings from Roku Beta Tests: Surprising conversion upticks in early trials, successful audience retargeting, and encouraging initial results prompting more brands to dive in.
Actionable Advice for Brands: What's needed to confidently test Amazon DSP, why expertise is required, and encouragement that it’s still early days for streaming media buying.
Looking Ahead: What’s on the horizon, like Amazon’s entrance into audio and podcast ad supply (e.g., SiriusXM, Spotify), brand safety, and predictions about Amazon’s future in major sports broadcasting rights.
MENTIONED IN THIS EPISODE
Are You Still Using DSP Like It’s 2023?
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