Amazon Ads vs Rakuten Advertising

Amazon Ads Launches Geographic Insights and Activation in Germany

Amazon Ads has launched Geographic Insights and Activation (GIA) in Germany and eight other markets. GIA provides advertisers using Amazon DSP and Amazon Marketing Cloud with a map-based view of regional brand penetration and sales potential, enabling them to identify growth areas and automatically adjust bids. The tool also integrates with new interactive Prime Video ads that can display region-specific messages, offers, or store information. Early tests by L'Oréal (Kérastase) and Purina showed significant improvements in cost per sale and product detail page views, though results are campaign-specific. GIA is now available in Germany, UK, France, Italy, Spain, US, Canada, Australia, and Japan.

• Amazon Ads launched Geographic Insights and Activation (GIA) in Germany and eight other markets.
• GIA integrates with Amazon DSP and Amazon Marketing Cloud for regional campaign optimization.
• New interactive Prime Video ads allow region-specific messaging within a single campaign.

Amazon Ads in ChatGPT Pilot Extends Supply-Chasing Streak

Amazon Ads and OpenAI have partnered to enable select U.S. advertisers to run ads within the ChatGPT app, with the pilot launching on September 10, 2026. Delta Vacations is among the first brands testing this integration. Advertisers can manage campaigns through Amazon Ads' existing infrastructure, leveraging Amazon's first-party shopping data and low-fee programmatic deals, available on both cost-per-click and cost-per-impression bases. Ads appear as clearly labeled text or images below ChatGPT responses. This strategic move extends Amazon's DSP reach into conversational AI, competing with The Trade Desk and positioning ChatGPT as new inventory alongside existing partners like Netflix, Roku, Spotify, Disney, Hulu, and ESPN. OpenAI's advertising business recently surpassed $1 billion in annualized revenue, aiming for $100 billion by 2030. Amazon's Q2 2026 ad revenue reached $19.8 billion, up 26% year-over-year. The partnership occurs amid Federal Trade Commission scrutiny and a lawsuit over auction practices, but the integration proceeds, highlighting the convergence of retail media, programmatic advertising, and AI-driven search.

• Amazon and OpenAI have partnered to offer ChatGPT Ads through Amazon DSP in a U.S. pilot, launched September 10, 2026.
• Delta Vacations is among the first brands testing ads in ChatGPT, managed via Amazon Ads' existing infrastructure.
• ChatGPT Ads surpassed a $1 billion annualized revenue run rate, targeting $100 billion by 2030.

Saylor Launches Fleet Creator Studio, Hires Ex-Amazon Ads Exec

Saylor, a social-first agency founded in 2021, has formalized its creator services under a new unit called Fleet, consolidating creator casting, content development, production and partnership execution. The launch was described as a formalization of capabilities the agency has offered since its founding. Will Trowbridge, Saylor’s founder and CEO, said the move reflects the convergence of social strategy and creator marketing. Nneka Enurah Lee joined Saylor in June and has been hired as head of creator and brand partnerships to lead Fleet; she previously held roles at Amazon Advertising, Hello Sunshine, Mass Appeal, React Media and Authentic Entertainment. Fleet currently has about five dedicated staffers and plans to grow.

• Saylor launched Fleet, a creator studio consolidating creator casting, content development, production, and partnership execution.
• Saylor was launched in 2021 by a former Netflix and Disney executive and is led by founder and CEO Will Trowbridge.
• Nneka Enurah Lee joined Saylor in June and has been named head of creator and brand partnerships for Fleet.

Mirai Wins 2026 MarTech Breakthrough Award for AI Innovation

Rakuten Advertising’s Mirai has been named AI-Powered Marketing Decision Engine of the Year in the 2026 MarTech Breakthrough Awards. Discover how this agentic AI platform is transforming affiliate and performance marketing.

FAST Hits Mainstream TV, Forces Ad Market Rethink

Rakuten TV Enterprise market studies show FAST (Free Ad‑Supported Streaming TV) has become mainstream in Germany and Europe, changing how advertisers plan CTV campaigns. In Germany 79% of respondents use FAST daily or several times a week (Europe ~74%), and four in five view FAST as a primary or alternative way to watch TV. Most FAST viewing (94%) happens on TV devices. Advertiser acceptance of ads in streaming is high if ads are relevant; 82% of European respondents accept advertising in streaming contexts. Advertisers are shifting investment and measurement priorities: CTV is a standard channel (100% of surveyed advertisers use or plan to use it), 72% of German advertisers plan to raise CTV spend, and attention, context and brand impact are rising measurement priorities. Rakuten highlights an "Advertiser‑Viewer Gap" that the industry must address.

• Rakuten TV Enterprise published two studies: "The FAST Advantage" and "Beyond the Break" examining FAST usage and advertising attitudes.
• In Germany 79% of surveyed users said they use FAST offerings daily or several times per week; Europe-wide the figure is ~74%.
• 94% of FAST viewing occurs on TV devices; 60.7% of respondents expect to use FAST more in the future.