Amazon is gearing up for a pivotal year in advertising, unveiling strategies to advertisers at the Consumer Electronics Show (CES) in Las Vegas. Alan Moss, Vice President of Global Ad Sales at Amazon Ads, emphasized that CES marks the beginning of meaningful conversations with media buyers as the company seeks to understand their goals and priorities for 2026.
Moss stated that the event provides an opportunity to engage with clients to discuss ways to help them achieve their advertising objectives. He described the approach as one that incorporates “more listening than pitching.” This year, Amazon aims to focus on partnerships with agencies and tech providers, looking to “reinvent” their joint business growth strategies. Key priorities include enhancing their Demand-Side Platform (DSP) capabilities, leveraging artificial intelligence (AI), and expanding outreach to non-endemic advertisers.
One highlight of Amazon’s pitch to advertisers is its Authenticated Graph, which allows for more accurate audience targeting across the internet. Moss noted that clients are increasingly in search of full-funnel solutions to eliminate uncertainty in their advertising strategies. He highlighted the importance of the Authenticated Graph by mentioning Amazon’s recent partnership with Roku, which allows advertisers to access 80 million authenticated households. By fostering connections across its first- and third-party supply channels, Amazon claims it can connect advertisers to 90% of U.S. households.
Moss explained that this capability forms a crucial foundation for enhancing Amazon’s performance metrics. Alongside the focus on audience reach, he mentioned that advertisers are seeking simplification in their access to premium inventory through Amazon DSP, which provides a centralized platform for managing ad campaigns. As Amazon forges additional partnerships with major publishers like Netflix and Disney, Moss anticipates that 2026 will be a landmark year for advertisers to leverage these relationships programmatically.
In the realm of live sports, Amazon has made significant strides with its Prime Video platform, which has expanded its offerings to include NBA games and golfing events alongside its NFL coverage. This diversification has led to a 40% increase in Black Friday advertisers, with nearly 50% growth in non-endemic advertisers year over year. At CES, the company plans to engage brands in discussions around innovative partnerships that can bring them closer to live sports action through creatively integrated campaigns.
Moss elaborated on Amazon’s ambition to enhance its sports inventory, mentioning plans to incorporate opportunities from the upcoming Winter Olympics and to further build on its second year of NBA coverage. Notably, Amazon is also promoting its Live Event Optimizer, an AI-driven tool designed to facilitate audience engagement during significant live sports moments, making advertising more accessible and streamlined.
Additionally, Amazon is set to showcase advanced creative capabilities at CES, including its AI-powered Creative Agent tool. This innovative technology analyzes brand assets across Amazon and other sites, compares product features, and generates campaign storyboards. Moss expressed enthusiasm about the positive feedback received from clients regarding this new offering.
Moreover, the launch of the Full Funnel Campaigns tool, scheduled for Q1 of 2026, is expected to significantly enhance operational efficiency for advertisers. This tool will automatically tailor campaign setups across various platforms, adjusting budgets and tactics based on shared data signals. The introduction of an Ads Agent for real-time strategy inquiries further exemplifies Amazon’s commitment to incorporating AI in its advertising solutions.
Moss concluded by emphasizing the growing importance of AI in Amazon’s advertising initiatives. He noted the rapid advancement in AI capabilities over the past year and expressed confidence that this trend will continue, resulting in further innovation in advertising technology. As Amazon sets its sights on the year ahead, the company is positioned to reshape the advertising landscape through a combination of strategic partnerships, enhanced technology, and a deep understanding of its clients’ needs.
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