亚马逊将媒体业务分拆给宏盟媒体和WPP

网易新闻09-05

Agency News在 2023 年底开始比稿后，亚马逊已将其媒体业务分拆给宏盟媒体集团（Omnicom Media Group）和 WPP。根据亚马逊的一份声明，这两家控股公司将按地域划分其职责，由 OMG 负责美洲地区，WPP 负责管理欧洲、中东和非洲地区以及亚太地区，亚马逊称这一决定是 “战略性的举措，以受益于两家公司所能提供的最佳服务”。亚马逊在声明中说：“比稿过程历时 6 个多月，其中...

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进行客观的第三方审查，以验证我们的结论。”IPG集团旗下的极致媒体（Initiative ）是该业务的现任代理。据该电子商务巨头称，IPG 仍将是亚马逊网络服务、亚马逊商务和亚马逊广告的全球媒体合作伙伴。在最新的年度监管文件中，亚马逊披露 2023 年全球广告和其他促销费用为 203 亿美元，比 2022 年下降 1.5%。亚马逊一直在扩大其针对出版商的广告技术计划，重点关注联网电视应用程序。它最近发布了一款名为 Signal IQ 的测量产品，让出版商可以跟踪第三方数据对其广告交易的影响。这家电子商务巨头的需求方平台亚马逊 DSP 也在与谷歌的 Display and Video 360 和独立广告技术公司 The Trade Desk萃弈 争夺广告客户。亚马逊一直在努力重塑围绕其 DSP 的说法，DSP 在很大程度上被视为利用亚马逊购物数据优势开发亚马逊属性的一种方式。在今年 6 月的戛纳国际创意节上，亚马逊宣布了通过其 DSP 购买库存而无需第三方 cookies 的新方法。投资 Prime Video 也一直是亚马逊的核心重点。去年 9 月，亚马逊宣布将从今年年初开始，让所有 Prime Video 用户在观看《男孩》和《了不起的麦瑟尔夫人》等节目时自动选择广告。不到三个月后，亚马逊与 Mediabrands 签订了一份为期三年的协议，授予 IPG集团的代理商在即将推出的广告形式和节目赞助方面的优先权。版权与免责：以上作品（包括文、图、音视频）版权归发布者【Agency News】所有。本App为发布者提供信息发布平台服务，不代表经观的观点和构成投资等建议\n\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"corporation","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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