As Amazon scales its CTV offering, data providers can unlock better targeting, attribution, and performance for your campaigns.
It’s official—CTV is no longer just a branding play.
Amazon’s quiet move to double the ad load on Prime Video is the latest sign that connected TV is maturing fast, and performance marketers need to take notice.
According to Adweek, Amazon now serves 4 to 6 minutes of ads per hour, up from 2 to 3.5 when the ad-supported tier launched earlier this year.1 That brings Prime Video in line with platforms like Hulu and Paramount+, while still offering a lighter ad experience than traditional TV.
But what really matters is what this means for advertisers—especially those focused on performance, precision, and proving ROI.
Amazon’s expansion creates significantly more inventory, but more impressions don’t automatically mean more value. That’s where smart data strategies come in.
As a data provider, we see this as a turning point. CTV is becoming measurable, targetable, and performance-driven—if you have the right tools in place. Here’s how we help brands capitalize on the opportunity:
Amazon’s scale is impressive—but scale alone won’t deliver results unless you’re reaching the right viewers. That’s where enriched audience data comes in.
By integrating third-party behavioral and purchase data into your CTV strategy, we help you go beyond basic demographics and build custom segments like:
With CTV’s advanced identity frameworks, these segments can now be activated across major platforms—including Amazon’s.
Amazon’s ad stack offers full-funnel measurement, from impression to conversion. But pairing that with independent data sources—like store visits, purchase data, or CRM matchbacks—adds the layer of accountability performance marketers need.
We help marketers answer the critical question: “Did my CTV ad actually drive a sale?”
With clean room solutions and privacy-safe identity resolution, we enable brands to match ad exposure with outcomes—safely and anonymously.
Source: Emarketer
2024 CTV CPMs varied widely—from $5.54 in the open exchange to $15 in private marketplaces (ANA). If Prime Video sticks to PMP pricing, advertisers will expect premium performance.
That means targeting waste is no longer acceptable.
We work with buyers to refine their reach—cutting out low-propensity segments, tightening geo-targets, and increasing frequency only where it matters. The result? Lower CPAs, higher ROAS, and campaigns that justify every dollar spent.
Amazon has a unique advantage: media and commerce are deeply intertwined. But you don’t have to sell on Amazon to benefit.
By syncing your CTV campaigns with high-intent signals—like seasonal category trends or purchase likelihood scores—we help you capture consumer attention at the moment it matters most.
When ad loads increase, standing out gets harder. But with enriched data, your message reaches the right eyes, at the right time, with the right incentive.
CTV’s future isn’t just big—it’s accountable.
Amazon’s doubled ad load is a wake-up call to any marketer still treating CTV like a glorified billboard. With the right data partner, you can turn this expanded inventory into a precision channel for acquisition, retention, and measurable performance.
Let’s talk about how to make that happen. Contact us to start building your next CTV audience strategy.
1 https://www.emarketer.com/content/amazon-doubles-prime-video-ad-load–eyes-ctv-scale
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.