• by Wayne Friedman , December 7, 2023

Amazon Ads and IPG Mediabrands have struck a three-year deal to help advertisers reach audiences through Prime Video ads. The effort will launch on Amazon's streaming platform in early 2024.

In September, Amazon announced that its Prime Video platforms will now have an ad-supported option -- one with limited TV commercials. 

IPG Mediabrands, the media-buying arm of Interpublic Group, is the first media holding company to partner with Amazon Ads on this Prime Video offering. IPG media agency brands -- UM, Initiative and Mediahub -- will get “first-look opportunities” to use new ad formats and content sponsorships in each region.

In addition, IPG client-advertisers will have access to Amazon's first-party shopping and entertainment data, which will help them create targeted ads for Prime Video viewers.

IPG Mediabrands said the deal will help its “clients to reach consumers at the category level in a comprehensive, scalable way -- from culture and content to commerce and shoppable experiences.”

The IPG-Prime Video ads will be available in the U.S., U.K., Germany, and Canada starting in 2024, and in France, Italy, Spain, Mexico, and Australia later next year.

In September, the company said there are no plans to increase the current price of Prime memberships in 2024.

Prime Video is part of the Amazon Prime package. It added that viewers in the U.S. who want an ad-free experience can choose to pay $3 per month.