Amazon Deepens Ad Tech Stack with InfoSum and Magnite Deals

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Amazon fortifies its advertising business by integrating InfoSum’s privacy-first data tools and expanding its CTV reach via Magnite, enhancing targeting and publisher access.

Amazon is intensifying its advertising capabilities through strategic partnerships with data collaboration platform InfoSum and sell-side technology provider Magnite. These collaborations aim to enhance audience targeting precision and expand access to connected TV (CTV) inventory, solidifying Amazon’s position in the digital advertising landscape.

The integration with InfoSum allows advertisers to securely activate their first-party data within Amazon’s ecosystem, enabling personalized targeting across platforms like Prime Video, Twitch, and Fire TV. This approach supports advanced strategies such as lookalike modeling and audience suppression without compromising user privacy. Valerie Mercurio, InfoSum’s VP of Business Development, emphasized the importance of leveraging customer insights in a privacy-first manner to optimize performance and ROI.

Simultaneously, Amazon has expanded its collaboration with Magnite, enhancing publishers’ access to Amazon’s streaming TV inventory through Amazon Publisher Services and Fire TV devices. This partnership, building on a relationship that began in 2016, aims to streamline monetization opportunities for publishers in the growing CTV market. 

These developments come as Amazon’s advertising revenue continues to surge, reaching $13.9 billion in Q1 2025 — a 19% year-over-year increase — outpacing competitors like Google and Meta. The company’s full-funnel advertising solutions now engage over 300 million ad-supported users monthly in the U.S., reflecting its expanding influence in the digital ad space.