InfoSum unveils Amazon Ads integration for smarter data use

InfoSum has launched a new set of integrations with Amazon Ads to enable the activation of first-party insights across Amazon DSP and Amazon Marketing Cloud for advertisers.

The company announced that its new suite allows advertisers to use InfoSum's decentralised architecture to securely push marketing signals to Amazon's advertising systems. This system is aimed at helping advertisers reach audiences more effectively and optimise their media spending across Amazon's advertising inventory, including Amazon DSP (ADSP) and Amazon Marketing Cloud (AMC).

As brands and media agencies seek ways to enhance audience targeting, media suppression, and enrichment, the integrations are being positioned as a means for advertisers to drive improved business results while adhering to privacy requirements.

The integration supports a function InfoSum calls Push-to-Amazon, which enables advertisers to directly transmit first-party signals into Amazon's ecosystem. Through this mechanism, advertisers gain access to features such as look-alike modelling, retargeting, and audience suppression.

There are four main features highlighted in the integration. The first is seamless activation of first-party data, allowing advertisers to send signals to Amazon Ads through InfoSum's user interface without exposing raw data. This automation is intended to simplify the process and reduce lead times in launching campaigns.

The second feature concerns audience segmentation and targeting. By combining the advertiser's first-party data with Amazon's signals, marketers can create bespoke audience groups for targeting in Amazon DSP. This makes it possible to personalise and optimise media strategies across various platforms including Prime Video, Twitch, Fire TV, and third-party inventory connected to Amazon's ad network.

The third feature is comprehensive measurement and reporting. The integration provides advertisers with the ability to use AMC analytics for advanced campaign assessment. Insights available include in-store impact, path to conversion, customer lifetime value (LTV), customer acquisition cost (CAC), as well as attribution techniques such as Multi-Touch Attribution (MTA) and Media Mix Modelling (MMM). This aims to give advertisers a holistic view of campaign performance across both digital and offline channels.

The fourth feature focuses on media spend optimisation. With access to real-time audience insights, advertisers can make dynamic adjustments to their media strategies with the goal of improving return on investment (ROI).

Valerie Mercurio, Vice President, Business Development at InfoSum, commented on the integration, saying: "Advertisers today need a secure and effective way to leverage their first-party insights across media platforms, optimising both performance and return on investment. In 2025, it's imperative that the media industry prioritises privacy, and our new integration with Amazon Ads makes this even simpler, allowing advertisers to activate their customer insights in a privacy-first manner while benefiting from Amazon's rich audience insights."

This integration uses InfoSum's cross-cloud, decentralised technology designed to allow data collaboration across the marketing ecosystem without the need to move or directly expose underlying data.