NEW YORK, NY — At its annual summit today, Amazon Publisher Services (APS) announced an expansive set of innovations across existing tools like Amazon Publisher Cloud and Signal IQ, as well as brand new insights, connectivity, and ad formats. APS helps publishers grow their businesses with Amazon insights and infrastructure, and was recently recognized as a leader in the Forrester Wave(TM): Sell-Side Platforms, Q4 2024.
Amazon Publisher Cloud Expands with Outcome-based Planning and Enhanced Video Support
Amazon Publisher Cloud (APC) is a first-of-its-kind clean room offering enables secure collaborations between publishers, Amazon Ads, and advertisers through a privacy-centric approach. The expanded capabilities include a new outcome-based planning solution that leverages publisher first-party data and Amazon Ads retail insights to create Streaming TV and display deal packages exclusively on Amazon DSP. The outcome-based planning solution initially supports brand awareness goals and will expand to consideration and conversion goals. Publishers select outcome-based campaign types they want to offer while APC automatically curates inventory, makes deals available to advertisers in Amazon DSP, and continuously optimizes performance across the advertising funnel.
Additionally, APC has expanded the range of publisher formats it supports to include all online video, making it possible for publishers to strengthen the performance of online video deals with Amazon Ads trillions of buying, browsing, and streaming signals and data provided by the advertiser. The increased relevancy has delivered advertisers with video completion rates 27% higher than advertiser benchmarks in early testing.
Drive Revenue Optimization through Demand Channel Reporting, Signal IQ, and Prebid Adapter
New and exclusive Demand Channel Reporting equips publishers with comprehensive metrics on advertiser spend from Amazon DSP organized by demand channel (e.g., via APS, third-party exchanges), showing impressions and revenue across key dimensions like advertisers, auction type (e.g., open auction, private marketplace), media type (e.g., display, video), and more. For example, a publisher can now see that an advertiser is heavily buying their video ads through a deal from a particular supply-side platform. The publisher can then use this information to create a direct deal with the advertiser on a video campaign that may help increase overall spend and efficiency of ads served without intermediary fees.
At the event, APS also announced the general availability of Signal IQ, which enables web publishers to measure the effectiveness of their bidstream signals. Signal IQ helps publishers better understand how third-party IDs influence key metrics like bid rates, bid CPMs, and revenue from each of their demand partners (e.g., demand-side platforms and supply-side platforms). For example, publishers may use multiple ad IDs on their properties, and demand sources might weight these IDs differently, leading to varying ad prices for the same space. Publishers can utilize this data with their demand sources to explore opportunities to improve performance. Signal IQ now also features updated visualizations and reporting controls, allowing publishers to more easily compare the effectiveness of their signal investments and improve their addressable inventory for advertisers. Through Signal IQ, web publishers have measured more than a 29% increase in earnings from their signal investments. In Q3, Signal IQ will extend to Streaming TV publishers.
APS also announced it has added a Prebid adapter, making it easy for publishers to connect APS and their existing Prebid integrations with 60+ Transparent Ad Marketplace demand providers and its suite of cloud-based services. This allows publishers to manage more third-party connections with less latency than ever before.
Create Seamless Ad Experiences with Zero Development Work Using APS Native ads and Canvas
APS Native ads introduces ads that blend more naturally into website content like news feeds, articles, and recommended reading sections. Studies show this approach increases readers’ interest in buying products by 18% compared to standard banner ads. This solution helps website owners earn money without disrupting the reading experience and gives advertisers a way to reach audiences in a more natural, contextual setting. Through their APS integration, publishers can easily offer these new ad opportunities to Amazon’s advertiser demand.
APS is also innovating beyond the traditional native ads experience with its new Canvas format designer. Canvas helps website owners create incremental ad revenue streams with zero development work. It provides ready-to-use, high-engagement formats that can be easily customized, including overlays, full-page ads, adhesion units, and informational tooltip experiences that do not require publishers to reserve space on their pages. Website owners can choose how the ads look, where they appear, and how much to charge for these experiences. This creates new income opportunities without requiring any coding or development – all with the scale of Amazon Ads advertiser demand.
“In today’s rapidly evolving digital advertising landscape, publishers need tools that not only drive substantial revenue growth, but also streamline operations and elevate consumer experiences,” said Scott Siegler, Global Head of Amazon Publisher Services. “These innovations demonstrate our commitment to helping solve the industry’s most pressing challenges and equipping publishers with the ability to thrive.”
The new capabilities announced today represent a step forward in helping publishers maximize their advertising revenue and enhance their customer experiences, while providing advertisers with more effective ways to reach relevant audiences.
About Amazon Publisher Services (APS)
Amazon Publisher Services is a suite of cloud-based solutions that help publishers build thriving digital media businesses. APS direct-to-publisher supply relationships and server-side header bidding solutions help publishers maximize outcomes and deliver more relevant ads for their audiences. APS provides services, infrastructure, and advanced advertising technologies to web, mobile app, audio, and connected TV publishers, to help them monetize their ad-supported content, unlock unique demand, enable audience-level buying, and gain greater insights into their own audiences. Learn more at aps.amazon.com.
About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.
