Amazon is expanding its advertising infrastructure through new partnerships with data collaboration platform InfoSum and sell-side tech provider Magnite.
The integrations are designed to boost ad personalisation, unlock first-party data use, and extend reach across streaming platforms including Prime Video, Twitch, Fire TV, and Amazon Publisher Services—ultimately reaching a massive U.S. ad-supported audience of over 300 million monthly viewers.
InfoSum Integration Enables Secure First-Party Data Activation
Amazon Ads will now allow advertisers to push their first-party customer data directly to its platform through its partnership with InfoSum, enabling more precise and privacy-centric audience targeting.
Advertisers can create custom audiences using advanced capabilities such as lookalike modelling, retargeting, audience suppression, and real-time campaign optimisation without exposing sensitive data.
“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, Vice President of Business Development at InfoSum. “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.”
Perfect Timing Aligns with WPP Acquisition of InfoSum
The announcement comes as WPP finalises its acquisition of InfoSum, which will now be integrated into GroupM and the WPP Open platform. The move aims to enhance WPP’s capabilities in AI-powered data intelligence and consumer identity across its media services.
Magnite Partnership Extends Publisher Monetisation Opportunities
Amazon has also expanded its longstanding partnership with Magnite, giving publishers greater access to streaming TV inventory via Amazon Publisher Services and Fire TV devices. This expanded collaboration is powered through SpringServe, Magnite’s video ad management platform.
The relationship between the two companies dates back to 2016, when Magnite became a launch partner of Amazon’s Transparent Ads Marketplace. It was also one of the first participants in Amazon Ads’ Certified Supply Exchange Programme.
“Expanding our work with Magnite was the natural evolution in our dedication to bring incremental demand to publishers through interoperable solutions,” said Scott Siegler, Director of Amazon Publisher Services.
Amazon is aiming to create more seamless and efficient monetisation pathways for publishers by deepening integration with Magnite, particularly within the growing world of connected TV (CTV) and streaming.
Amazon’s advertising arm recorded $13.92 billion in Q1 revenue, marking a 19% increase and outpacing tech advertising peers. The company now connects with over 300 million U.S. consumers each month, and new partnerships with InfoSum and Magnite are poised to make that reach more precise and privacy-conscious.