Archive
The Streaming Ad Market is Consolidating Around One DSP”
The Amazon DSP (they hired an agency to come up with a better name) is consolidating the streaming ecosystem in ways many advertisers haven’t yet fully recognized.
For years, effective streaming strategies required juggling disconnected platforms—Prime Video, FAST channels, live content apps, and proprietary devices. That fragmentation is ending. Over the past 18 months, Amazon has unified nearly every major streaming partner and publisher into a single DSP, from premium networks and live sports to free ad-supported channels.
The scale is significant. Amazon DSP reached 275 million monthly ad-supported customers in the US as of October 2024, with advertising revenue jumping 22% to $15.7 billion in Q2 2025. Recent integrations include Spotify (October 2025), Netflix (launching Q4 2025), and Disney (June 2025)—consolidating the major premium streaming players into one buying platform.
This matters operationally and strategically. Advertisers can now plan, buy, and measure across a substantial portion of the streaming landscape from one platform.
That’s worth repeating
This matters operationally and strategically. Advertisers can now plan, buy, and measure across a substantial portion of the streaming landscape from one platform.
By combining premium inventory with first-party retail data, deterministic measurement, and consolidated execution. The result: greater precision, faster scaling, and immediate visibility into performance.
With the exception of YouTube, Amazon DSP now reaches more of the streaming landscape than any other platform—with superior data integration, tighter partnerships, and more flexible inventory structures.
The strategic shift is clear: streaming buying is moving from channel-by-channel planning to full-funnel, outcome-based strategy. Brands and agencies that move first will capture disproportionate value.
Don’t take my word. Here are two strong sources that support my POV:
- On DSP consolidation & Netflix/Spotify integrations: https://ppc.land/netflix-becomes-available-in-amazon-dsp-starting-q4-2025/
TL;DR – This covers Netflix’s programmatic partnership with Amazon DSP launching Q4 2025, and notes that Amazon DSP reached 275 million monthly ad-supported customers in the US as of October 2024, with advertising revenue jumping 22% to $15.7 billion in Q2 2025.
- On Amazon’s market dominance strategy: https://digiday.com/marketing/with-microsoft-in-tow-amazons-dsp-tightens-its-grip-on-the-open-web/
TL:DR – This explores how Amazon is consolidating programmatic marketplace inventory into its DSP, with pricing power and first-party retail data creating a compelling value proposition for advertisers. Digiday
Bonus data points from searches:
- Amazon DSP added Spotify’s 696 million monthly users to its ecosystem in October 2025 PPC Land
- Amazon has systematically assembled premium connected TV inventory including NFL Thursday Night Football and Disney programmatic access CTOL Digital Solutions
I’d love to hear your thoughts – drop me a line or ping me on LinkedIn
WPP and Instacart partner to accelerate online grocery advertising for CPG brands
Our team has been working on this partnership for a while and we’re excited to share this great news this week. The retail media and last-mile landscape is an exciting place to be focused and there are so many great opportunities in this green field. And the value proposition for consumers will continue to get better and more exciting.
WPP press release below
WPP and Instacart, the leading online grocery platform in North America, today announced a new partnership offering advertising solutions and measurement tools for CPG brands. The first of its kind partnership will give WPP and its clients’ early insight into Instacart Ads product offerings and access to new tools and features on the platform.
With the largest footprint across the CPG category globally, WPP recognized the importance of building advanced retail and commerce capabilities early on. The partnership with Instacart Ads, which offers a robust suite of advertising products, reflects WPP’s commitment to lead the market by delivering advanced, end-to-end commerce solutions that allow brands to thrive in online environments.
As the inaugural Analytics API partner, WPP will gain access to a custom analytics API and data integration tool that enable WPP agencies to develop unique insights for clients, including basket analysis and lifetime value. The partnership will also include custom campaign measurement and management indexes to ensure clients can optimize spend and sustainable growth on the platform.
Additionally, the companies will co-develop the first Instacart Ads agency certification program designed to provide teams with an advanced level of proficiency across Instacart’s app and products. As part of this commitment, WPP and Instacart Ads will collaborate on the learning agenda and content, and WPP teams will gain access to the certification program before it is launched to the general market. WPP has committed to having 1,000 employees certified by the program within the first six months of launch.
Doug Chavez, Vice President of Strategic Partnerships at WPP, said: “The pandemic has rapidly transformed the way people shop and what they expect from brands online. This behavioral shift means we need to use cutting-edge advertising tools for brands who now need to connect and engage with their consumers across all channels. We are delighted that our new partnership with Instacart Ads will allow WPP agencies to deliver even more innovative solutions to clients that enhance the online grocery shopping experience.”
Ryan Mayward, Vice President of Sales at Instacart, said: “Instacart Ads is designed to support brands of all sizes, helping them access the opportunity to deeply engage with their customers online. We’re excited to partner with WPP to continue delivering that experience and together equip brands to succeed in the digital aisles with robust insights capabilities and educational resources.”
Adage also covered the news as well.
Thunder House 