It’s solely days into the brand new yr, and we’re already getting a peek behind the scenes at Amazon’s upfront pitch to advertisers.

The Client Electronics Present (CES) is returning to Las Vegas this week, with publishers able to showcase their newest adtech options and capabilities to media consumers. Talking with ADWEEK forward of the occasion, Alan Moss, vp, international advert gross sales, Amazon Advertisements, famous that CES is the kickoff level for upfront conversations, the place Amazon does “extra listening than pitching” to grasp shopper wants, from massive model moments to dwell sports activities sponsorships.

“It’s the start of understanding prospects, advertisers, and businesses’ targets for the yr, to work backwards from them and prioritize them,” Moss stated. “It’s the chance to start out speaking about how we can assist them to comprehend these targets, and—as they’re desirous about them—constructing a path to the upfronts and what’s coming.”

Heading into the yr, Moss outlined a number of top-of-mind priorities for Amazon Advertisements, together with specializing in companions corresponding to businesses and tech suppliers as precedence prospects to “reinvent” how they collectively develop their companies. In the meantime, the corporate can be prioritizing how Amazon DSP and its adtech can assist join throughout the open web, increasing AI capabilities, and shifting past conventional channels to achieve extra non-endemic advertisers in 2026.

With that in thoughts, Moss gave ADWEEK a preview of what the corporate is speaking about with shoppers in its closed-door conferences. Right here’s an insider’s perspective on the matters and priorities being mentioned in Amazon’s assembly rooms:

The year was flooded with new products and pitches for ad dollars.

Showcasing the attain of Amazon’s Authenticated Graph

Moss defined that, in his conversations with media consumers, shoppers are on the lookout for full-funnel options and mitigating guesswork. Given these priorities, the corporate’s Authenticated Graph has turn out to be “a giant deal” for patrons to increase attain throughout the open web.

Amazon has beforehand touted that the providing allows advertisers to achieve audiences throughout the web by verified indicators reasonably than probabilistic ones, and the corporate is making strategic strikes to additional strengthen that attain. As an illustration, final yr Amazon partnered with Roku to reach 80 million authenticated households, and on the firm’s most up-to-date unBoxed occasion, Amazon stated it might join advertisers with 90% of U.S. households, bringing authentication throughout the open web and thru its first- and third-party provide.