Performance TV is Television’s Third Big Wave: Part 1

Can RMNs Get CMOs to Ride the Retail Media Wave Without Wiping Out?

The biggest headline coming out of Cannes this year was Amazon’s streaming TV partnerships with Disney+ and Roku. For a tech company that once awkwardly navigated media circles, Amazon has recently emerged as the star of the croisette.

Amazon Port—an elaborate display presiding over the row of beachfront activations—stood as a monument to the company’s ascendance among the ad industry elite. Its 15-foot walls were adorned with floral vines as if to assert, in a literal sense, Amazon Ads’ status as a walled garden.

Or is it a hedged garden?

Perhaps the latter description is more accurate with the tech titan’s growing number of media partnerships, including with its most direct advertising competition.

With these two streaming TV advertising heavyweights in tow—plus NBA games coming to Prime Video in the Fall—Amazon boasts the most premium inventory and access to ~30% of the CTV ad market.