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Amazon unveils a consolidated Campaign Manager integrating search, display, streaming, and audio ad buying, coupled with new streaming and audio inventory to enhance advertising efficiency and reach.
Amazon this week unveiled a major reorganisation of its advertising stack, folding its demand-side platform and Ads Console into a single Campaign Manager designed to let advertisers run full-funnel efforts from one interface. [1]
According to the original report, the unified Campaign Manager merges search, Sponsored Products and Brands, display, audio and streaming TV buying into a single workflow so marketers can set up multi-format Full‑Funnel Campaigns without switching tools. [1]
Amazon positioned the launch as a response to advertiser requests for simplicity. Kelly MacLean, vice‑president of Amazon Ads, told reporters that “Advertisers of all sizes can now very simply manage campaigns across the funnel through one global entry point.” The company also said the change preserves existing commercial terms while narrowing the practical gap between separate buying channels. [1]
The rollout is tightly coupled with agentic AI tools that Amazon says will generate creative, build campaign structures, recommend targeting and translate natural‑language queries into Amazon Marketing Cloud analysis. Ads Agent and Creative Agent are intended to automate media planning, scale video and display production and surface AMC insights. Amazon presented the integration as an effort to reduce complexity for advertisers. [1]
Industry and agency movement suggests the platform consolidation may accelerate Amazon’s programmatic gains. Reporting and market signals indicate Omnicom Media Group shifted significant Q3 2025 programmatic spend toward Amazon DSP, a development some observers called an “inflection point” that could be amplified by Amazon’s simplified buying interface and pricing structure. Omnicom declined to confirm holdco‑level reallocations and emphasised it recommends DSPs based on client objectives. [1]
Amazon’s pricing and first‑party data advantages are central to its pitch. The company charges no fee for programmatic guaranteed buys on Amazon properties and applies a reported 1% fee for open‑web placements, materially lower than some competitors’ ad‑tech take rates, which, together with shopping behaviour data, Amazon argues improves efficiency and measurement. Independent market commentary at industry events this week highlighted how these economics and data access are reshaping agency decisions. [1][7]
Streaming inventory expansion underpins the commercial opportunity. Amazon announced a Prime Video news destination , aggregating channels such as ABC News Live, CBS News 24/7, CNN Headlines and others , and said the hub will reach US customers by the end of 2025, creating more premium, brand‑safe inventory for advertisers. That build‑out complements Prime Video’s earlier shifts toward live sports and ad‑supported models as management seeks to improve platform profitability. [1][4][6]
Audio has also been a focus. Earlier integrations this year with SiriusXM Media (including Pandora and SoundCloud) and an expanded programmatic audio offering with iHeartMedia give Amazon DSP broader audio reach, which the company says can be combined with retail signals to deliver targeted omnichannel audio campaigns. These partnerships underline Amazon’s intent to make audio a first‑class channel within its programmatic ecosystem. [2][3]
Amazon Music’s year‑end feature, 2025 Delivered, and other consumer‑facing product moves illustrate the company’s broader play to deepen engagement touchpoints that feed advertising value. The personalised recap experience competes directly with other platforms’ year‑end campaigns and helps create recurring moments for data capture and audience re‑engagement. [1]
Executives framed the moves as the product of long‑term investment. CEO Andy Jassy, speaking to employees, linked the company’s strategy to a persistence philosophy: that Amazon built measurement, inventory and API infrastructure over years , including recent advances such as its Model Context Protocol Server and expanded AMC capabilities , before broadening advertiser access. The Campaign Manager launch was presented as the next step in that methodical sequence. [1]
The combined picture is a multi‑front strategy: simplify advertiser workflows, expand and monetise inventory across video and audio, leverage proprietary shopping data, and price aggressively to win programmatic share. Competitors face structural limits in matching the combination of retail signals, cloud infrastructure and growing streaming reach that Amazon now offers. Whether agencies and publishers respond by redistributing spend, pursuing new partnerships, or pushing for industry standards around agentic ad buying remains the central industry question. [1][7]
##Reference Map:
- [1] (PPC Land) – Paragraph 1, Paragraph 2, Paragraph 3, Paragraph 4, Paragraph 5, Paragraph 6, Paragraph 7, Paragraph 9, Paragraph 10, Paragraph 11
- [7] (IDC MarketScape / Amazon Ads) – Paragraph 6, Paragraph 11
- [4] (Reuters) – Paragraph 7
- [6] (Amazon announcement Oct 2024) – Paragraph 7
- [2] (Amazon Ads / SiriusXM) – Paragraph 8
- [3] (iHeartMedia / Amazon Ads) – Paragraph 8
Source: Noah Wire Services
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