Ad Tech Innovations for Streaming

Amazon just did to streaming what Google did to search in 2005. And most e-commerce brands are sleeping on it. - Here's what changed: Netflix, Spotify, and Roku opened their ad inventory to Amazon's DSP. That means Amazon can now layer a decade of purchase data from 300M+ people over the shows they're watching. Someone buys dog food on Amazon every month → sees your dog food ad on Netflix → clicks their remote → it's in their cart. Amazon closes the loop from ad to purchase. - Why this matters for e-commerce brands: Google knows what you search. Facebook knows what you engage with. Amazon knows what you bought last Tuesday. That's the difference. You're not targeting "people interested in fitness." You're targeting people who bought running shoes 30 days ago. - And here's the unlock for brands: Your ads aren't just on Amazon anymore. They're on Netflix, Disney+, Roku, Spotify, Thursday Night Football - all through one platform. CTV ads (the big screen, 10ft away) and OTT mobile ads (thumb ready, one foot away). - The creative opportunity: Here's what's interesting, CTV doesn't mean you need $100K commercials. The format is opening up creative experimentation: > Cinematic product shots mixed with lo-fi authenticity. > Polished brand moments blended with raw testimonials. > High production visuals + blocky, direct response style. The brands winning early are testing hybrid formats that wouldn't fly on traditional TV but work perfectly on streaming. It's not "make it look like a Super Bowl ad." It's "make it work for someone on their couch with a remote in hand." - Why this moment matters: We've seen this before. Early Google Ads adopters (2005-2010) built moats that still exist today. Amazon DSP is at that same moment right now. Inventory is underpriced. Competition is light. The brands moving now are building the playbook. In 2 years, this won't feel like an opportunity. It'll feel like table stakes. - The move: If you're selling on Amazon and running paid ads, you need to be thinking about this. Because Amazon just turned streaming TV into a performance channel. And the creative that works there isn't what worked on Meta.

Exciting breakthrough in Streaming Recommendation Systems! ByteDance researchers have developed "Long-Term Interest Clock" (LIC), a revolutionary approach to understand user preferences throughout the day. >> Technical Innovation The system introduces two groundbreaking modules: - Clock-based General Search Unit (Clock-GSU): Intelligently retrieves relevant user behaviors by analyzing time patterns and content similarity - Clock-based Exact Search Unit (Clock-ESU): Employs time-gap-aware attention mechanism to precisely model user interests >> Key Advantages LIC addresses critical limitations of existing systems by: - Providing fine-grained time perception instead of discrete hour-based recommendations - Analyzing long-term user behavior patterns rather than just short-term interactions - Operating at item-level granularity versus broad category-level interests >> Real-World Impact Already deployed in Douyin Music App, the system has demonstrated remarkable results: - 0.122% improvement in user active days - Significant boost in engagement metrics including likes and play rates - Enhanced user satisfaction with reduced dislike rates >> Under the Hood The system processes user behavior sequences spanning an entire year, utilizing multi-head attention mechanisms and sophisticated time-gap calculations to understand user preferences. It pre-computes embeddings stored in parameter servers for real-time performance, making it highly scalable for production environments. This innovation marks a significant step forward in personalized content delivery, especially for streaming platforms where user preferences vary throughout the day. The research has been accepted for presentation at WWW '25, Sydney.

Two of streaming’s fiercest rivals just joined forces in a way that could reshape the ad-tech landscape: Netflix is teaming up with Amazon. Beginning in Q4, advertisers across 12 markets — including the U.S., U.K., Germany, Japan, France, Mexico, Canada, Brazil, Italy, Spain, and Australia — will be able to buy Netflix’s premium ad inventory directly through Amazon’s demand-side platform (DSP). This means Amazon’s DSP users can now programmatically access nearly every major streaming service, from Disney+ and Hulu to Peacock, Roku, HBO Max, and now Netflix. So why would Netflix — which already partners with The Trade Desk, Google DV360, Yahoo, and Microsoft — turn to Amazon? The answer: tapping into Amazon’s powerful tech stack and unmatched data trove. Let me explain... 📈 On the data side: Amazon wields unmatched commerce data drawn from its retail empire. That data translates into highly valuable targeting signals advertisers can actually use to power ads on Netflix, making campaigns more precise, efficient, and performative. Amazon also layers in clean room technology, helping marketers measure campaigns in a privacy-safe way, reduce duplicated reach, and minimize wasted impressions. 👨💻 On the technology side: Amazon’s DSP is deeply integrated with premium publishers and continues to expand its video capabilities. The platform gives marketers a one-stop shop for managing all of their streaming media buying — not just Amazon Prime Video, but now Netflix too. Importantly, Amazon offers discounts on DSP fees for third-party CTV inventory, meaning in some cases it could actually be cheaper to buy Netflix ads via Amazon than anywhere else. My big takeaway? This deal strengthens Netflix’s ad business by making its inventory easier to buy at scale, while positioning Amazon as the leading hub for connected-TV ad dollars. Together, they’re setting the pace in a streaming race where advertising is becoming just as critical as subscriber growth. And it signals a broader industry truth: the next phase of streaming monetization won’t just come from price hikes — it will come from how effectively platforms can build and sell their ad stacks. https://lnkd.in/esxFXsHH

𝟲𝟬𝟬 𝗺𝗶𝗹𝗹𝗶𝘀𝗲𝗰𝗼𝗻𝗱𝘀 𝗶𝘀 𝗮 𝗹𝗶𝗳𝗲𝘁𝗶𝗺𝗲 𝘄𝗵𝗲𝗻 𝗔𝗜 𝗮𝗴𝗲𝗻𝘁𝘀 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗺𝗮𝗸𝗲 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀 𝗶𝗻 𝗥𝗧𝗕. That's the current RTB auction window, and it's the bottleneck holding back AI Advertising. Last week, IAB Tech Lab released the Agentic RTB Framework (ARTF) v1.0, fundamentally changing how #ProgrammaticAdvertising infrastructure operates. In this context, ‘agentic’ doesn’t refer to AI agents; an agent is simply any module operating inside the RTB workflow, whether powered by traditional logic or AI-supported decisioning. 𝗧𝗵𝗲 𝗖𝗼𝗿𝗲 𝗖𝗵𝗮𝗻𝗴𝗲 Most #RTB traffic today jumps across multiple cloud environments. DSPs, SSPs, data vendors on separate infrastructure, connected through HTTP calls. Every hop adds latency. ARTF puts DSPs, SSPs, and data partners in the same "building" instead of different clouds. Co-location cuts response time by 80%, from 600-800ms to 100ms (MarTech, Nov 2025). 𝗛𝗼𝘄 𝗔𝗥𝗧𝗙 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗪𝗼𝗿𝗸𝘀 Think of #ARTF as a neutral “programmatic building” where every DSP and SSP gets its own locked room. They do not share hardware or code, they are simply placed in the same building so their modules can talk to each other through short internal corridors instead of travelling across the public internet. This proximity is what cuts latency from hundreds of milliseconds to around one hundred without changing each vendor’s architecture. 𝗪𝗵𝘆 𝗧𝗵𝗶𝘀 𝗠𝗮𝘁𝘁𝗲𝗿𝘀 Communication happens through faster bidirectional protocols like gRPC. ARTF supports Model Context Protocol and Agent-to-Agent communication, allowing autonomous agents inside the auction workflow. Index Exchange calls this "unlocking sell-side decisioning with precise, real-time, per-impression choices". 𝗧𝗵𝗲 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗦𝗶𝗴𝗻𝗮𝗹 Netflix, Paramount Advertising, The Trade Desk, and Yahoo Ads are backing the standard (Adweek, Nov 2025). Faster responses enable richer bid enrichment, stronger fraud controls, lower compute costs. 𝗧𝗵𝗲 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 OpenRTB isn't going anywhere, but ARTF creates competitive pressure. DSPs and SSPs can opt in, but those who don't migrate face an 80% performance disadvantage. Optional in theory, mandatory in practice if you want to stay competitive. If #AdTech is going to run on agentic workflows instead of static rules, the pipes need to support that rhythm. ARTF is the first production-grade attempt to build those rails. The industry has until January 15, 2026 to provide feedback before final implementation. 𝗣𝗥𝗢: • 80% faster bid responses • Agents operate inside auctions • Real-time decisioning finally possible 𝗖𝗢𝗡𝗧𝗥𝗔: • Who controls the infrastructure? • Vendor lock-in risk increases • Privacy governance still unclear 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸?

The Amazon Ads x Disney Partnership Is Powerful But Disney’s DRAX Is What Makes It Measurable Premium inventory is great. First-party data is better. But real-time outcome measurement? That’s what makes the difference and that’s where Disney’s DRAX steps in. Through DRAX (Disney Real-Time Ad Exchange), advertisers accessing Disney+ and Hulu inventory via Amazon DSP can now measure performance with the kind of precision that was once exclusive to walled gardens. Here’s what that means for brands and agencies: 🎯 Live Streaming Campaign Data DRAX gives near real-time visibility into how your streaming TV ads are performing—impression delivery, pacing, frequency, and audience overlap across Hulu, Disney+, ESPN, and more. 📍 Granular Reporting by Region, Device & Demo You’re not just getting “views” you’re seeing which audience segments, which screens, and which markets are driving real engagement. 📊 Advanced Attribution Models Disney’s DRAX helps connect CTV impressions to downstream outcomes: Brand lift studies Website traffic spikes Location-based store visits Even product page interactions especially when layered with Amazon’s first-party commerce data 🤝 Connected Planning Across Disney and Amazon With both platforms aligned, marketers can plan once and measure across the entire path to conversion: from Hulu ad exposure → to Amazon product views → to purchase. 🛠️ Integrated with Clean Rooms Want privacy-safe, multi-platform measurement? DRAX can push data into clean rooms, giving large advertisers a way to connect dots without compromising security. This isn’t just about buying premium inventory anymore. It’s about seeing how every dollar performs in environments people trust and making real-time decisions based on the outcomes that matter. Disney’s DRAX + Amazon DSP isn’t just a media play it’s an attribution engine built for modern performance marketers. #DisneyDRAX #AmazonAds #StreamingTV #CTV #AdTech #CleanRooms #HuluAds #DisneyPlusAds #AmazonDSP #LambosDigital

It’s fascinating to see how TV and CTV advertising are shifting. From my POV, the old “linear vs. digital” debate is a distraction. The real issue is complexity: a maze of platforms and devices where legacy buying methods fall short. Layer on the pressure for proof of performance and creative that adapts in real time, and it’s clear this ecosystem now requires an AI-enhanced model. The numbers are clear: 90% of CTV spend is programmatic, AI creative clears 94%+ completion vs ~70%, and CTV campaigns deliver ~23% higher ROI than linear. And it’s not just media, 89% of enterprises are advancing GenAI, with 92% planning to invest more. AI doesn’t replace expertise, it amplifies it. It connects the dots, turns static campaigns into dynamic systems, and moves us from broad demographics to precise intent. And as someone spending my days learning and experimenting with these tools, I can say it’s both energizing and fun to see what’s possible. The mandate is clear: invest in the stack that compounds, and build trust with transparency and relevance. #AI #Transformation #StreamingMedia #Leadership #AudienceFirst #ConstantLearner

Amazon just pulled off the biggest power shift in advertising since Google took over search, and most marketers are sleeping on it.   Netflix, Spotify, and Roku have opened their ad inventory to Amazon's DSP, putting purchase data from over 300 million shoppers directly behind your streaming campaigns.   I've been in digital marketing for over two decades, and I haven't seen a consolidation moment like this since the early days of Google Ads.   You will learn:   — Why Netflix, Spotify, and Roku collapsed their walled gardens and handed Amazon control of streaming ads  — How Amazon's first-party purchase data outperforms Google and Facebook targeting in a cookieless world  — The way programmatic advertising works inside Amazon DSP and why one remote click can close a sale  — How to know if your brand is ready for Amazon DSP and what to build toward if you're not there yet

Amazon's $68 billion ad machine now has access to 190 million Netflix viewers. Here's what it means for advertisers. Amazon's ad business makes $68 billion a year. Now advertisers can target right audiences on Netflix through expanded targeting capabilities via Amazon DSP. Starting Q2 2026, brands buying ads on Netflix through Amazon's platform can now use Amazon's shopping data to target their 190+ million viewers. Think about what this means. Amazon knows what a huge chunk of U.S. households buy, browse, and search for. Netflix knows what they watch. That data is now being combined for targeting. So a skincare brand can target someone who searched for serums on Amazon - while they're watching a show on Netflix. Here's why this matters: → Netflix made $1.5 billion from ads in 2025 and is targeting $3 billion this year  → Early tests are already beating previous benchmarks → A large share of new signups now choose the ad-supported plan. Till now, streaming ads were about showing up in front of millions and hoping it works. This changes that. Now brands can connect what people watch to what they actually buy. For anyone running ads, this is worth paying attention to. Shopping and streaming just became one ecosystem. How do you think this will change the way brands plan their ad budgets?

As streaming continues to scale, the opportunity isn’t just reaching audiences — it’s understanding who you’re actually engaging.   At IAB NewFronts, I spoke with Vijay Rao from Tubi about how we’re approaching this with the Amazon Ads' authenticated graph.   The authenticated graph is grounded in identifying real, verified households through logged-in signals and giving brands a clearer view of who they’re connecting with - exclusive to Amazon.   What we’re seeing in practice:   ☑️ 42% increase in unique audience reach ☑️ 3x improvement in return on ad spend ☑️ 27% reduction in frequency per user   Just as importantly, advertisers can begin to distinguish between audiences that are net-new and those they’re already reaching across publishers. With Tubi, that incremental reach is meaningful. About 10% of households reached are unique across the broader streaming TV landscape — and those audiences skew younger, with strong engagement in categories like entertainment, fashion, and beauty.   When advertisers can better understand real reach and incrementality, they can make more informed decisions about where to invest, how to message, and how to grow.   This is the direction we’re building toward: solutions grounded in real identity and informed by AI, helping advertisers grow their businesses while creating more relevant customer experiences.   Grateful for the partnership with Tubi and the teams building this together.   #IABNewFronts

Prompts: - "I need to find households that watch premium sports content on weekends but haven't been exposed to auto advertising in the last 60 days. They should have high streaming engagement and be located in major DMAs." - "Households watching NFL games on Fox and CBS in the last 30 days" - "Heavy OTT users consuming 40+ hours per week across major streaming platforms" Imagine discovering 46M households through their actual TV viewing DNA - not demographics, but behavior. That's what I've created with Ad Context Protocol (AdCP) Signal Discovery & Activation MCP agents + Samba TV's ACR data prototype. The game-changer? Real-time signal discovery that tracks: - Which ads viewers saw (BMW 3x, Mercedes 2x in last 60 days) - Exact content consumed (NFL Sunday Ticket + Netflix binging) - Cross-device journeys (TV → Mobile → TV patterns) - Emotional engagement moments (co-viewing vs solo, prime time vs late night) On the weekend, I've played with Claude Console and mockup TV viewrship data to design a UX+UI that transforms these signals into targetable audiences in milliseconds. No more spray-and-pray. Just precision targeting based on actual viewing behavior. This isn't the future of programmatic TV advertising - it's happening NOW. The convergence of AI + ACR + programmatic is revolutionizing how we reach audiences. #AdTech #ProgrammaticAdvertising #ACR #TVAdvertising #DataScience #MCP #AdContextProtocol Samba TV #Innovation Ashwin Navin Aden Zaman Brian O'Kelley