Clinch to Deliver Ads to Amazon Custom Audiences; Keurig Dr Pepper Among First Advertisers
Clinch will become the first third-party ad-serving solution to deliver ads to Amazon Ads’ "Custom Audiences" through a server-to-server (S2S) integration.
Keurig Dr Pepper will be among the first advertisers, and these custom segments will allow them to reach and re-engage shoppers directly via Amazon DSP.
Starting Nov. 1, Clinch clients will have full access to Amazon Custom Audiences, which were previously limited to ads delivered directly by Amazon. They will also be able to utilize behavioral signals from shopping, streaming, gaming and browsing.
This will help advertisers streamline campaigns through Clinch and align strategies targeting Amazon custom audiences.
"Advertisers are seeking ways to balance ad relevance and performance with consumer privacy, while maintaining strict efficiency mandates," Charel MacIntosh, head of business development and strategic partnerships at Clinch, said in a media release. "By expanding access to Amazon Custom Audiences through Clinch's Flight Control, we're enabling brands to connect with audiences more effectively while upholding privacy standards."
This integration provides access to Amazon’s proprietary behavioral signals across shopping, streaming, gaming and browsing to grow audiences, including privacy-safe precision, seamless workflows, and advanced ad serving and creative optimization (DCO).
Keurig Dr Pepper is already planning campaigns through the integration, leveraging Amazon Custom Audiences for product launches, awareness efforts and performance-oriented initiatives.
"This new streamlined workflow enables us to maximize first-, second-, and third-party audiences while automating and scaling how we pair and personalize ad creative," added Ben Sylvan, senior vice president of connected media at Keurig Dr Pepper. "The result is true efficiency at scale, while ensuring our campaigns remain flexible and privacy-safe … exactly what we need to drive growth and be responsive to our consumers across our product lines."
In June, Clinch introduced Unlimited Ad Serving, enabling self-serve clients to launch unlimited campaigns across multiple channels, including CTV, social media, DOOH, display and audio.
