On September 5, Amazon announced that it is unifying its disparate ad products and systems under on brand – Amazon Advertising.
The brand says that Amazon Media Group (AMG) for managed display and video services, Amazon Marketing Services (AMS) for seller ads on Amazon and programmatic solution Amazon Advertising Platform (AAP) are all retiring.
This move can be considered a welcome one to marketers who struggle with acronym overload. But from an operations standpoint, it won’t be changing anything yet.
It will take several months for all of the old brand name to be phased out. Also, Headline Search Ads are now called Sponsored Brands, and Amazon Advertising Platform is now Amazon DSP.
As the company built out its stack of offerings, Amazon’s ad services and products evolved over time. Of course, this evolution, allowed Amazon to attract a stable of advertisers ranging from small third-party sellers to major brands. SVP of Amazon Advertising Paul Kotas said in the announcement that Amazon now has hundreds of thousands of advertisers:
We’ve unified our product offerings under the name “Amazon Advertising.” This is another step towards our goal of providing advertising solutions that are simple and intuitive for the hundreds of thousands of advertisers who use our products to help grow their business.
Amazon is also testing an attribution solution to help advertisers get a better sense of how their ads with Amazon perform compared to other channels such as search, display and video.