In a new initiative, Amazon is talking with TV app owners about integrating technology to let it sell some of their ad inventory on other streaming TV systems, which would also include PlayStation and Android TV, according to the people.
The talks are taking place between programmers and Amazon Publisher Services, a company division whose services include providing tech for publishers to sell ads across platforms. Amazon Publisher Services offers publishers a way to connect to different sources of advertising demand, including through Amazon’s own ad-buying tool.
App owners already working with Amazon Publisher Services include CNN, Discovery and A&E, as well as digital video platforms such as Pluto TV and Tubi TV.
Amazon began contacting TV app owners late last year about getting access to their ad inventory across platforms, the people said.
Amazon uses data on shopping and browsing behavior it collects from its own e-commerce websites and apps to target the ads it sells on Fire TV, and would do the same on other platforms, according to a person negotiating with the company. That targeting would only be available to advertisers who buy ads through Amazon’s ad-buying tool.
Amazon has told publishers it can fill ads at higher prices—as much as $40 per thousand impressions—than other third-party ad-selling platforms, the person said.
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