Observed Signal · Jun 26, 2026 · Partnership · Source: Digiday · Impact: 4/5 · Sentiment: Positive
Amazon expands media reach with iHeart deal, launches Outcome Optimizer
Amazon has broadened its media distribution and measurement role by expanding a reseller partnership with iHeartMedia and launching Outcome Optimizer, a measurement and optimization tool for streaming and TV buys. The iHeartMedia agreement lets its 1,000-plus sellers resell Amazon streaming inventory across Twitch, Amazon Music, Fire TV, Alexa and Prime Video and opens Amazon audience signals to iHeart clients. Outcome Optimizer, launched via Amazon Publisher Cloud, uses Amazon shopping, browsing and streaming data to tune programmatic guaranteed campaigns running through Freewheel; partners at launch include Warner Bros. Discovery and A+E Global Media. The moves deepen Amazon’s position at the center of how TV and audio inventory are sold and measured, and let advertisers transact via Amazon DSP while leveraging iHeart’s new AudioGraph radio measurement tool.
Amazon (a major advertising platform) launched a measurement/optimization tool for streaming/TV and expanded a reseller partnership with iHeartMedia, centralizing data and decisioning for CTV and audio buys — this materially affects how publishers, buyers and programmatic systems operate.
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Key Takeaways & Evidence Grounding
- iHeartMedia expanded its relationship with Amazon Ads to resell inventory across Twitch, Amazon Music, Fire TV and Alexa, in addition to Prime Video.
- Amazon launched Outcome Optimizer through Amazon Publisher Cloud to use shopping, browsing and streaming signals to tune programmatic guaranteed campaigns running in Freewheel.
- Warner Bros. Discovery and A+E Global Media are named as media partners using Outcome Optimizer at launch.
- The iHeartMedia deal opens Amazon audience data to iHeart clients and lets advertisers transact through Amazon’s DSP and iHeart’s new AudioGraph broadcast audience digital measurement tool.
- iHeartMedia had previously sold Amazon Prime streaming inventory for three years; the new deal expands that reseller relationship and distribution.
Connected Companies & Entities
5 Entities mapped“Amazon has launched Outcome Optimizer, a tool that uses Amazon’s shopping, browsing and streaming data to tune programmatic guaranteed campa...”
“iHeartMedia has expanded its relationship with Amazon Ads to resell inventory across Twitch, Amazon Music, Fire TV and Alexa, on top of the ...”
“iHeartMedia has expanded its relationship with Amazon Ads to resell inventory across Twitch, Amazon Music, Fire TV and Alexa, on top of the ...”
“Amazon has launched Outcome Optimizer ... with media partners including Warner Bros. Discovery and A+E Global Media using it at launch, acco...”
“Ameet Shah, partner and global svp of publisher operations and tech strategy, at Prohaska Consulting, commented on supply and demand balance...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Amazon and Spotify Team Up for Programmatic Advertising
Amazon Ads and Spotify have announced a global partnership to enable advertisers to access Spotify's audio and video inventory programmatically via the Amazon DSP. The initial markets include the United States, Germany, United Kingdom, Canada, France, Italy, Spain, Brazil, and Mexico, with more markets planned for 2026 as Amazon expands its omnichannel offerings following recent CTV inventory and data integrations. The collaboration aims to simplify buying, designing, and measuring campaigns, giving advertisers greater control and flexibility to reach Spotify's globally engaged audience. Key quotes from Spotify's Brian Berner and Amazon Ads' Meredith Goldman emphasize combined reach and first‑party signals. Disney opened its streaming inventory to Amazon in July, and Netflix opened its CTV inventory to the Amazon DSP in September, signaling a trend toward broader consolidation of reach under one platform. Industry observers note increased pressure on open‑web ad tech players and potential dependency considerations for publishers.
Magellan AI Expands iHeartMedia Partnership for Radio Attribution
Magellan AI announced an expanded partnership with iHeartMedia on April 30, 2026 to extend its audio attribution capabilities to broadcast radio. Building on an existing relationship that covered podcasts, streaming audio and connected TV, the expansion will leverage iHeartMedia’s simulcast data to map broadcast radio exposure to measurable outcomes. Attribution reporting tied to that data will be made available exclusively to advertisers working with iHeartMedia and will report full-funnel results such as web visits, form fills, leads and purchases. The integration aims to unify measurement across broadcast radio and digital audio channels, enabling advertisers to evaluate campaign performance across the broader audio and media mix.
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