Marin Software enhances Amazon integration with Sponsored TV and Global DSP access
Marin Software, a leader in performance marketing software for brands and agencies, has announced substantial enhancements to its integration with Amazon. These updates include the introduction of Sponsored TV, non-endemic advertising, and global access to Amazon’s Demand-Side Platform (DSP), designed to broaden the advertising reach for brands not currently selling on Amazon.
Key Features of the Latest Update
The new features aim to transform how brands interact with Amazon’s vast audience:
– Sponsored TV: This feature allows advertisers to tap into Amazon’s substantial ad-supported streaming audience, which boasted over 155 million monthly users as of the fourth quarter of 2022. Sponsored TV provides a significant opportunity for both endemic and non-endemic advertisers to deliver impactful ads.
– Non-Endemic Advertising: With this update, brands that do not sell products directly on Amazon can still engage shoppers on the platform. This form of advertising targets users based on their shopping behaviors, allowing for highly targeted and effective campaigns.
– Global DSP Expansion: Marin Software now offers global access to Amazon’s DSP, enabling marketers to programmatically purchase display and video ads not only on Amazon’s properties but also across its network of publisher partners worldwide.
Industry Implications and Strategic Advantages
Chris Lein, CEO of Marin Software, highlighted the strategic importance of these enhancements: “Our enhanced Amazon offering represents a major leap forward in our commitment to helping digital marketers connect with consumers in the most impactful ways. By incorporating Sponsored TV, expanding DSP capabilities globally, and introducing non-endemic advertising options, we are enabling brands to maximize their reach and effectiveness within the Amazon family of brands.”
These updates are poised to significantly enhance the advertising capabilities available to Marin Software’s clients, particularly those looking to engage with Amazon’s audience without directly selling on the platform. The introduction of non-endemic advertising is particularly noteworthy, as it opens up Amazon’s shopper-based audience to a wider range of advertisers. This strategic move could lead to more personalized and effective advertising experiences, potentially reshaping aspects of digital marketing strategies across various industries.
Marin Software’s latest advancements signify a robust expansion of their digital marketing tools, equipping advertisers with more sophisticated and diverse options for reaching consumers. As digital marketing landscapes continue to evolve, Marin Software’s commitment to innovation and client success positions them as a continued leader in the field.