• by Laurie Sullivan , 2 hours ago

Amazon Publisher Services (APS) at its summit on Thursday introduced new capabilities to help publishers use data signals that improve an advertiser's performance across web, mobile, and streaming television.

Publishers will gain access to tools that give them a better understanding of their audiences, create enhanced advertising experiences, and connect more effectively with advertiser demand.

“Signal IQ” expanded to support the full range of OpenRTB signals publishers pass on in their ad requests. It gives publishers the ability to test and measure how signals affect demand and monetization, according to Scott Siegler, director of APS.

He described how publishers can measure bidders' value signals through site category, video parameters, Global Placement ID (GPID), and Transaction ID, using the same testing methods that have already delivered measurable revenue lift for participating publishers.

The expansion will roll out in two phases, with updates that give publishers more visibility into the signals, how they affect advertiser demand, and where they can improve the value of inventory.

In the first phase that rolls out today, a new signal coverage report will show the rate at which publishers pass key signals, benchmark against peers, and identify where they have the greatest opportunity to improve coverage and increase revenue.

This summer, these signals will run through Signal IQ's A/B testing framework to project revenue lift, giving publishers clear dollar amounts tied to specific signal investments.

APS has also revised the way mobile app publishers use multiple bidder SDKs to access demand, which once ran separately, limiting visibility and making it difficult for demand sources to compete evenly.

The new Mobile SDK enables third-party bidders such as InMobi to access ad formats to compete more effectively using on-device auction transparency, signals, and rendering capabilities — expanding advertiser participation and generating incremental demand for publishers.

The new bridge enables publishers to access more APS SDK demand to retrieve device parameters and construct bid requests for real-time ad transactions. This includes more than 1,000 advertisers and 28 additional bidders, without additional integration work, according to the company.

This summer, APS also will launch in beta “Publisher Supply AI (PSAI),” a conversational AI assistant that will be available in the APS dashboard to analyze large volumes of bid signals and performance logs from a publisher's account without requiring manual report downloads.

Publishers can ask questions through this dashboard and receive specific insights. A monitoring system powered by AI agents will also roll out, so PSAI can surface automated alerts and recommendations, helping publishers to act more quickly with less manual work.

“Shopping Insights” will also expand from streaming TV to web and mobile by pairing publisher inventory with Amazon's shopping, browsing, and streaming signals. This feature enables advertisers to find and activate relevant audiences directly in the Amazon DSP and allows publishers to curate deal packages across formats for audiences across areas including beauty, furniture, and electronics for shoppers with no additional setup required.

Interactive and shoppable advertising experiences have expanded to mobile apps and connected TV (CTV) environments beyond Fire TV and Fire OS, allowing consumers to add products to cart or purchase directly by tapping a screen or remote and return to their content. The experience does not require QR codes or a secondary device.

While it gives publishers commerce-enabled experiences for premium video inventory, it allows advertisers to reduce friction between discovery and purchase.

Beginning in June, “Amazon Publisher Cloud” will support consideration objectives in addition to awareness, providing the capability for campaigns to target people who are actively researching, comparing, and thinking about buying a specific type of product rather than focusing on getting a brand noticed by as many people as possible.