Amazon ushered in a new era for television advertising when it converted Prime Video into an ad-supported experience by default in 2024. By the middle of this year, some 130 million U.S. viewers were on Prime Video’s ad tier, watching between four and six minutes of ads per hour, according to an Adweek report.

The move is part of the company’s long-term plan to dominate television advertising as viewership shifts from traditional broadcast and cable TV to streaming platforms. “The digital advertising landscape is rapidly evolving with streaming TV becoming mainstream,” says Kelly MacLean, VP of Amazon DSP, the company’s ad-buying platform.

Under MacLean, Amazon’s been rolling out a slew of adtech tools to help businesses of all sizes reach viewers on Prime Video and even streaming rivals

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