🔮 Brand+

Amazon’s ‘Brand+’ Turns Shopping, Browsing & Streaming Data into Smarter Ads

January 29, 2025

Today’s Insights

📺 Amazon launches Brand+ ads
📱 Meta tests ads on Threads
💳 X partners with Visa
🎯 Microsoft Ads adds LinkedIn data
🛍️ TikTok Shop automates ads

Feature

📢 Amazon’s ‘Brand+’ Turns Shopping, Browsing & Streaming Data into Smarter Ads

Amazon Ads is expanding its advertising toolkit with Brand+, a new AI-powered solution that identifies consumers likely to purchase in the next three months.

By tapping into “trillions of signals” from shopping, browsing, and streaming data, Amazon aims to refine audience targeting across its ecosystem.

Brand+ lets advertisers deliver campaigns on Prime Video, Twitch, and Fire TV, as well as third-party platforms like BuzzFeed and Fox Corp. 

Unlike traditional TV ads, which rely on broad demographic reach, Amazon is pitching Brand+ as a way to use machine learning to target consumers based on real-time intent signals—from searching for fitness gear to streaming vacation documentaries.

Simplifying the buying process was another goal of Brand+ too, with Amazon claiming that inventory can be purchased in as few as four clicks.

Sources: Deadline & Media Post

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Google & Meta

📊 Google Ads expands campaign-level negative keywords in PMax to all advertisers

Previously in beta, all advertisers can now exclude unwanted search queries across their campaigns. The platform is also expanding brand exclusions for different formats for retailer advertisers with product feeds.

📢 Meta begins testing Ads on Threads with select advertisers in the U.S. and Japan

Threads ads will appear between posts in users' home feeds. Businesses can extend their existing Meta campaigns to Threads without additional resources.

More Headlines

💳 X partners with Visa to power its digital payments platform ‘X Money’

The deal will enable U.S. users to fund their X Money accounts using Visa Direct. Users can also make peer-to-peer payments and transfer money to bank accounts in real-time. Yaccarino said the Visa partnership is the “first of many big announcements” for X Money.

🎥 X rolls out a dedicated (TikTok-style) video tab for U.S. users

The tab allows users to access and watch full-screen video content on the platform. It replaces the "Communities" tab in the bottom navigation bar and is available in the latest app update.

📢 YouTube is testing offering the Masthead ad placement on an hourly basis.

Brands can reserve YouTube’s main homepage ad placement in hourly, rather than daily slots. The Masthead gives advertisers 100% share of voice on YouTube across all devices.

🎯 Microsoft Ads has made LinkedIn profile targeting an option for Performance Max campaigns

Advertisers will have access to LinkedIn’s professional targeting data including signals like by company, industry, and job function. The feature will debut in six pilot markets: the U.S., Canada, the UK, Australia, France, and Germany.

🚀 Flip, the TikTok Shop rival, is giving creators equity

Flip’s ‘Founding Creators Fund’ gives accepted creators $6,000 to $100,000 each - up to $100M in total. Creators can share reviews and earn cash based on engagement on the platform.

🛍️ TikTok Shop introduces automated ad campaign creation tool

‘GMV Max’ according to TikTok “cuts campaign set up time in half” and automates elements including audience targeting, bidding and creative selection for product listings.

📺 Netflix hits 8.5% of the U.S. TV viewing in December, ties all-time high

The platform's viewership rose 14% over November, matching its previous record set in July 2023. YouTube led all platforms with an 11.1% share, and Prime Video hit a record 4.0%.

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