Amazon Ads vs The Trade Desk

Attention Data Challenges 'Reach of One' Media Planning Rule

Mark Ritson examines a new study by Lumen and Amazon Ads that analyzed 270 campaigns with brand lift studies and nearly 200,000 survey respondents. The study found that frequency explained almost none of the movement in brand metrics, while cumulative attention (total seconds viewed) explained eight times as much. Campaigns with identical reach could deliver wildly different attention levels: one delivered nine seconds of attention per person, another 71. A Prime Video ad on TV was viewed 92% of the time for nearly 18 seconds, while the same ad on the open internet was viewed only 42% of the time for about 3.5 seconds. The study suggests setting attention targets (about 20 seconds for awareness, 50 for purchase intent) and scheduling TV spots before digital ads for greater lift. The findings challenge the industry's default 'reach of one' planning and highlight the importance of media context.

• Lumen and Amazon Ads analyzed 270 campaigns from six countries with brand lift studies and nearly 200,000 respondents.
• Frequency explained almost none of the movement in brand metrics; cumulative attention explained eight times as much.
• A Prime Video ad on TV was viewed 92% of the time for nearly 18 seconds, versus 42% for about 3.5 seconds on the open internet.

IAB Europe Launches CTV Measurement Framework & Transparency Principles

IAB Europe has launched its final 'CTV Measurement Framework' to standardize connected TV measurement across platforms, vendors, and measurement providers. The framework addresses fragmentation and lack of transparency in CTV ad delivery, providing a unified approach for campaign measurement, viewability, and brand safety. It defines a dependency of metrics starting with valid ad impressions (filtering invalid traffic and TV-off impressions), followed by reach and exposure metrics like Video Completion Rate, and ultimately outcome metrics such as conversions and brand lift. The framework distinguishes between household, device, and person-level reach, requiring providers to disclose whether person-level values are observed or modeled. Five transparency principles include unified definitions, disclosure of methodological limits, and granular reporting. Developed with Amazon Ads, Freewheel, ProSiebenSat.1, Samsung Ads, and IAB UK, it aligns with privacy regulations to improve trust and accountability for advertisers and publishers.

• IAB Europe published its final 'CTV Measurement Framework' to standardize CTV measurement.
• The framework defines common definitions and transparency requirements for CTV campaign reporting.
• It distinguishes between household, device, and person-level reach metrics, requiring disclosure of observed vs. modeled person-level values.

Attribution Remains Key to AI-Driven Ad Measurement

Article discusses the evolving role of AI in ad measurement, emphasizing that attribution remains essential. It features insights from Paula Despins, VP of measurement at Amazon Ads, who argues that AI insights should complement, not replace, traditional measurement. Despins highlights new metrics like 'long-term sales' and 'accumulated sales' in Amazon Marketing Cloud (AMC), which forecast and track customer lifetime value. She notes that while AI reporting is more accessible, it cannot replace the need for deterministic measurement and control. The piece warns against over-reliance on AI insights, using Albertsons' adoption of lifetime value forecasts as an example of storytelling metrics rather than hard financial data. The core message: treat attribution as an auditor and guide for AI models, ensuring accountability and transparency.

• Amazon Ads VP of Measurement Paula Despins argues attribution remains critical for AI-driven analytics.
• Amazon Marketing Cloud (AMC) released a 'long-term sales' metric forecasting new-to-brand customer value.
• Amazon introduced 'accumulated sales' benchmark to track actual purchases from forecasted cohorts.

Indie agencies demand direct DSP access and fee relief

Independent media agencies are increasingly frustrated with major DSPs like The Trade Desk and Amazon DSP, claiming that despite significant ad spend commitments, they are forced to work through resellers, incurring double fees and lacking negotiating leverage. Agencies report spending thresholds for direct seats that are not being consistently applied, leading to confusion and a sense of a 'toll booth with no exit.' Both The Trade Desk and Amazon deny minimum spend requirements, stating that direct access is available to all, with resellers offered as optional support. However, agencies argue that in practice, direct seats are gated by committed spend levels, making it difficult for smaller independents to achieve cost savings and control. This tension highlights the broader power imbalance in programmatic advertising, where smaller buyers feel squeezed by tech giants and resellers, despite growing competition in the DSP market.

• A 15-person New York agency spent over $100,000 monthly to meet The Trade Desk's spend threshold but still pays 17% to the DSP and 12% to reseller Mogl.
• Ten media buyers told Digiday that The Trade Desk and Amazon DSP impose double fees via resellers, with unclear paths to direct seats.
• Both Amazon and The Trade Desk deny minimum spend requirements for direct access, with resellers offered as optional support.

Netflix Unlocking New Targeting and Measurement Capabilities with The Trade Desk

New media coverage article added: Netflix Unlocking New Targeting and Measurement Capabilities with The Trade Desk, dated October 20, 2026.

Netflix Cuts 2026 Ad Revenue Forecast to $2.7B

Netflix revised its 2026 advertising revenue target down to $2.7 billion from $3 billion due to slower-than-expected rollout of ad products. Despite this, Q3 2026 revenue grew 12% year-over-year to $12.9 billion, with profit up 44% to €3.66 billion. The ads business continues to grow over 80% annually, and the ad-supported tier will expand to 15 more countries in 2027. Co-CEOs Greg Peters and Ted Sarandos highlighted long-term strategic benefits and improved engagement. The company also announced 1,000 job cuts and plans to replicate the TF1 partnership model. Shares fell on reduced ad forecast and slower growth. Netflix expanded ad capabilities, including programmatic targeting via The Trade Desk, and abandoned its Warner Bros. Discovery acquisition.

• Netflix lowered its 2026 ad revenue target from $3 billion to $2.7 billion.
• Q3 2026 revenue grew 12% year-over-year to $12.9 billion; profit rose 44% to €3.66 billion.
• Ads business growing over 80% annually; ad-supported tier expanding to 15 more countries in 2027.