Pitch deck: How Amazon is talking to marketers about Performance+

Whether it's the latest on the demise of the third-party cookie or the impact of AI, Digiday+ unlocks an edge for media and marketing leaders through a set of exclusive benefits and features. Recently, members have had access to a [pitch deck]( on how Amazon is talking to marketers about Performance+, their new black box-style ad campaign. Get a taste of this member exclusive below and [subscribe]( for full access to the rest of this series, more original research, weekly briefings, reports and guides, member events and much more. [SUBSCRIBE]( [Pitch deck: How Amazon is talking to marketers about Performance+]( [By Krystal Scanlon, Digiday platforms reporter]( [Amazon has joined the likes of Google and Meta by launching its own black box-style ad campaign called Performance+.]( [Designed to make campaign creation and management as easy as possible, Performance+, which sits within Amazon’s demand-side platform uses a predictive model to predict the likelihood of users who will convert hourly, in order to drive cost per acquisition performance.]( [The tool works by using “first-party signals and machine learning to automate campaign setup, audience creation and optimization,” as Amazon itself put it in its pitch deck, which was shared with Digiday. In other words, Amazon is saying, “Hey marketers, get set up, or we can help with that if you need support, plug in the CPAs you need to hit for this campaign to be a success and we’ll sort the rest.” Simple.]( [Based on how Performance+ works, Jason Weilenmann, vp of marketplace performance at Front Row, said he believes Performance+ functions similarly to how the old Facebook algorithm and tracking used to work, because it’s built off tracking conversion events.]( [Where it could slightly differ from its black box peers (think Google’s Performance Max and Meta’s Advantage+) is the fact that Performance+ targets brands that are not currently selling on Amazon. The platform itself said as much during its launch messaging in March, stating that Performance+ is “designed for businesses that sell beyond the Amazon store.”]( [“Amazon’s biggest pain point is non-endemic clients (brands that don’t sell on Amazon), but Performance+ will pull in ad dollars because it targets those clients,” said Manuel Do Valle, managing director (Europe) at Macarta, a division of Mindgruve.]( [VIEW PITCH DECK]( [Recent Member Exclusives]( [Future of TV Briefing: One area where the upfront measurement currency conversation is advancing]( [READ MORE]( [Publisher strategies: Condé Nast, Forbes, The Atlantic, The Guardian and The Independent on key revenue trends]( [READ MORE]( [CMO Strategies: Advertisers weigh success metrics and challenges on ad-supported streaming platforms]( [READ MORE]( [Share]( [Tweet]( [Share]( [Forward]( Digiday Media 462 7th Ave Office 06-01 New York, NY 10018 You received this email because you're signed up to receive email from Digiday. Unsubscribing will remove you from ALL Digiday email. [Preferences]( | [Unsubscribe](