Amazon tightens its grip on TV ads with AI tool built for upfront negotiations

Amazon’s grip on TV advertising keeps tightening, and now it’s gunning for the industry’s biggest payouts: upfront commitments and scatter market budgets. To do so, it’s launching Complete TV, a tool designed to make the notoriously convoluted process of managing those investments as seamless as clicking “Add to Cart”.

The pitch is simple: Complete TV gives AI-powered recommendations to help TV buyers optimize their spending across Prime Video and other premium streaming publishers. They do this by inputting their campaign details and target audiences, and, in theory, Amazon’s machine-learning models take care of the rest, allocating spend in real-time across both linear and streaming TV.

For marketers, this kind of automation tackles a persistent industry headache: delivering on upfront commitments in full. Historically, shifting audience behavior, inconsistent measurement and last-minute inventory fluctuations have made it difficult for advertisers to spend exactly as planned. So much so, in fact, that they often find themselves scrambling to move money into the scatter market to fill shortfalls — or worse, wasting budget on redundant reach. 

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