InfoSum has announced a new set of integrations with Amazon Ads, designed to enable advertisers to activate first-party signals across Amazon's Demand-Side Platform (DSP) and Amazon Marketing Cloud.

The integration is built on InfoSum's decentralised architecture, which allows advertisers to push signals directly to Amazon DSP or Amazon Marketing Cloud without sharing raw data. This approach is intended to facilitate secure data collaboration, aligning with InfoSum's privacy-first technology, which is owned by WPP. It's positioned to enhance audience reach, media suppression, and enrichment while maintaining privacy standards.

The new integration offers features such as look-alike modelling, retargeting, and audience suppression. Advertisers can utilise InfoSum's user interface to push first-party signals to Amazon Ads, enabling the creation of custom audiences for personalised targeting within the Amazon Demand-Side Platform.

Advertisers are also provided with the capability to optimise omni-channel media strategies across Amazon's supply, including platforms such as Prime Video, Twitch, Fire TV, and third-party inventory. The integration includes comprehensive measurement and reporting capabilities, offering insights on in-store impact, path to conversion, lifetime value, customer acquisition cost, and attribution techniques.

Valerie Mercurio, VP of Business Development at InfoSum, stated, "Advertisers today need a secure and effective way to leverage their first-party insights across media platforms, optimising both performance and return on investment."

The integration is designed to allow advertisers to adjust media strategies in real-time to optimise spend and improve return on investment. Mercurio further commented, "In 2025, it’s imperative that the media industry prioritises privacy, and our new integration with Amazon Ads makes this even simpler, allowing advertisers to activate their customer insights in a privacy-first manner while benefiting from Amazon’s rich audience insights."

InfoSum's technology enables data collaboration without moving or exposing data, which is a key component of the integration with Amazon Ads.