Amazon Ads has launched Brand+, a new AI-powered campaign tool for video ad targeting across its platforms and third-party platforms. The tool works with its Performance+ launched last year. 

Brand+ expands ad reach to multiple platforms

Amazon says with Brand+, advertisers can run video ad campaigns on Amazon Prime Video and Twitch. It will also allow campaigns on top publisher platforms like BuzzFeed, Fox Corp., and Dotdash Meredith. 

Brand+ uses machine learning models to deliver ads that target consumers most likely to make a purchase, the platform said. It claims Brand+ taps into "trillions of signals" from shopping, browsing, and streaming activity. 

Kelly MacLean, VP of Amazon DSP, said that the AI models help brands focus their efforts on customers already in the marketing funnel. “For the first time on the Amazon DSP, advertisers can apply AI-optimized automation to purchase TV advertising that reaches unique audiences of customers most likely to buy their products or services – a significant advancement from broad demographic reach to engaging with scaled audiences based on where customers are in the marketing funnel in near real-time,” he said.

Competitors in the AI ad space

Amazon's move follows the trend of AI-driven ad products by other major players in the market, such as Google’s Performance Max, Meta’s Advantage+, and TikTok’s Smart+. These tools use similar technology to optimize ad campaigns by identifying high-conversion customers. 

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