Observed Signal · May 4, 2026 · Product Update · Source: AdExchanger · Impact: 4/5 · Sentiment: Positive
Amazon Expands Measurement for Outcome-Based TV Buying
Amazon Ads is scaling measurement capabilities aimed at TV and streaming advertisers as the upfronts shift toward outcome-based buying. Lily Tong, Amazon Ads director of brand and cross-channel measurement, said Amazon is seeing demand for outcomes and has rolled out upgrades including Prime Video Insights (beta), expanded datasets, a new long-term sales-value modeling metric for new-to-brand customers, and longer measurement lookback windows. Amazon attributes these capabilities to its Authenticated Graph — a proprietary identity dataset spanning shopping, payment, streaming audience and web-browsing signals via the Amazon DSP — which the company says gives it a fidelity and historical view competitors lack. Amazon is keeping other measurement products (e.g., MMM, incrementality testing) under separate teams.
Measurement upgrades from a major platform (Amazon) that leverage proprietary first-party identity data can materially shift TV/CTV buying toward outcome-based strategies and exert competitive pressure on third-party measurement vendors.
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Key Takeaways & Evidence Grounding
- Amazon Ads launched Prime Video Insights in beta (initially introduced last November) and is expanding its datasets.
- Amazon Ads introduced a new metric to model long-term sales value for new-to-brand customers using a heuristic tied to a brand's own data.
- Amazon Ads will increase measurement lookback windows to provide longer-term attribution.
- Amazon credits its Authenticated Graph — combining shopping, credit-card/payment, streaming audience and web-browsing signals (via Amazon DSP) — as the backbone for its measurement improvements.
- Lily Tong is quoted as Amazon Ads' director of brand and cross-channel measurement discussing the shift from reach to outcomes in TV buying.
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Related Market Signals & Shifts
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Amazon Ads pushes long-term measurement to prove sales value
Amazon Ads is promoting its long-term sales metric, which tracks shoppers new to a brand and estimates sales over a 12-month period, arguing that roughly 20% of a brand's value on Amazon is realized after the standard 7-30 day attribution window. This finding comes from a study of over 2 million campaigns in June. Amazon has expanded this with full-funnel campaigns, extended clean room look-back windows, and an omnichannel metrics tool built with partners to measure off-Amazon sales. While some agencies see value, others remain skeptical, citing discrepancies in uplift measurement and data access. Amazon aims to become the central base of media plans by proving its ads drive sales beyond its platform.
Amazon Reframes Upfronts with AI, DSP Partnerships
Amazon previewed its 2026 upfront pitch, saying it is “reinventing” agency partnerships and using AI and first‑party signals to help advertisers navigate a fragmented TV and streaming market. Alan Moss, Amazon VP of global ad sales, told Adweek the company combines its authenticated audience graph, Amazon DSP integrations with publishers (Netflix, Disney, Roku, Spotify) and new LinkedIn CTV Ads partnership to reach roughly 90% of U.S. households. Amazon plans AI-driven campaign planning, ‘agentic shopping’ features, premium sponsorship packages (Prime Video Signature) and expanded live-sports offerings (Thursday Night Football, NBA, WNBA, NASCAR). The company also highlighted new Prime Video titles and said AI lowers the barrier for SMBs to buy video and live-sports inventory.
TV Upfronts Emphasize Performance and Measurement
AdExchanger reporters Victoria McNally and Alyssa Boyle attended eight 2026 upfront events in New York — NBCUniversal, Fox, Amazon, TelevisaUnivision, Disney, Warner Bros. Discovery, Netflix and YouTube — and found a unified industry throughline: performance. Broadcasters and streamers used their stages to tout outcomes-based measurement, data and ad-tech tools designed to prove TV/CTV ROI. Notable specifics included NBCUniversal’s Performance Insights Hub rollout, Amazon highlighting its commerce+streaming identity graph and live sports (including Thursday Night Football), TelevisaUnivision emphasizing Hispanic data quality, Disney promoting AI-driven advertising and next year’s Super Bowl on ESPN (with NFL Commissioner Roger Goodell appearing), Warner Bros. Discovery unveiling a measurement and attribution dashboard, and Netflix describing local geo campaigns plus programmatic integrations with Amazon and Yahoo. YouTube argued performance should not sacrifice reach and closed the week with a Brandcast performance by Chappell Roan.
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