“This is a vital basis for our efficiency capabilities,” Moss stated.
Creating programmatic worth from premium partnerships
Past attain, Moss stated consumers are focused on simplification.
“One of many issues that we very a lot speak about is the Amazon DSP,” Moss stated. “It provides them one place that they’ll entry all their premium stock, have management, attain, and frequency with our authenticated graph capabilities.”
With Amazon establishing extra partnerships with premium publishers in 2025, together with Netflix and Disney, Moss stated 2026 is a yr to assist advertisers reap the benefits of these partnerships programmatically.
“Programmatic has all the time been vital for us,” Moss stated. “I feel now you see each advertiser embracing it, embracing the info that comes with it, the pliability that comes with it, the alternative ways of shopping for that create flexibility for them, they usually need one software to simplify it.”
Getting manufacturers nearer to dwell sports activities
Over the previous yr, Amazon and Prime Video have continued to increase dwell sports activities choices. For instance, with the addition of NBA and golf to its Black Friday NFL protection, Prime Video noticed a 40% improve in Black Friday advertisers throughout classes, together with CPG, retail, automotive, journey, and leisure, the company told ADWEEK in November. As well as, non-endemic advertisers grew almost 50% yr over yr for Black Friday.
To proceed rising sports activities, Amazon will meet with manufacturers at CES to give attention to inventive partnerships that get them nearer to the on-field motion by contextually related inventive, integrations into content material, and strategic partnerships in video games. In 2026, Amazon can be bringing much more sports activities alternatives, as Moss says the corporate appears to be like to be “all seasons,” with Amazon DSP adding inventory from the upcoming Winter Olympics and the corporate heading into its second yr with the NBA.
The corporate can be talking with shoppers about its biddable codecs for sports activities, in addition to its Reside Occasion Optimizer, an AI-powered and programmatic providing that lets advertisers entry audiences through the greatest dwell sports activities moments.
“Reside Occasion Optimizer transforms occasions promoting from what’s actually been advanced, fragmented, hard-to-catch, the massive moments—the sport goes into extra time, and the viewers builds right into a streamlined self-service expertise,” Moss stated.
Demonstrating extra AI-powered inventive
Moss stated CES can be offering a possibility to demo extra inventive capabilities for advertisers, together with Inventive Agent, an AI-powered software that analyzes a model’s property on Amazon throughout different websites, compares product options, reads buyer evaluations, and generates inventive briefs and storyboards for campaigns. Moss stated the providing is receiving “nice buyer suggestions” thus far.
