Amazon takes a 30% cut of inventory from OTT apps on the Fire TV platform, so growth of its user base is critical. Fildes said Amazon also gets video supply from the IMDb TV ad-supported streaming network and publisher integrations with Amazon Publisher Services, its sell-side ad tech group.
It’s “early days” for Amazon OTT and video advertising, Fildes added. And the priority is still basic platform improvements.
Amazon bought the Sizmek ad server business in June, inheriting one of the more familiar programmatic UIs. But even with Sizmek’s ad server and Amazon’s rocketing gains in DSP market share, its platform has a long way to go before digital advertisers are as comfortable as they are with DSPs like Google and The Trade Desk.
Aside from increasing video supply, Fildes said Amazon’s focus has been on “streamlining access for third party apps and making it easier for advertisers to manage their campaigns and provide better results.”