The news: Amazon is building its ad offerings through new partnerships with data collaboration platform InfoSum and sell-side advertising company Magnite.

With its InfoSum integration, advertisers can connect first-party data signals to Amazon Ads, unlocking the ability to build custom audiences and reach them with personalized messages across Prime Video, Fire TV, Twitch, and Amazon’s third-party inventory. The integration will enable retargeting, audience suppression, and lookalike modeling across Amazon’s ad inventory.

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Amazon partners with InfoSum and Magnite to boost its value for advertisers

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