Amazon now lets advertisers target Walmart and Kroger shoppers
Attain lets Amazon advertisers target its users who also shop at Walmart, Kroger, Walgreens and Sephora, using data from 15 million consenting consumers.
Advertisers on Amazon can now show ads to platform users who also shop at Walmart, Dollar General, Kroger, Walgreens and Sephora, thanks to an integration between shopping data company Attain and Amazon's Amazon Ads DVA+ ad-buying tool.
The integration lets advertisers build audience segments based on purchase behaviour across tens of thousands of merchants and brands in Attain's network, then activate them through Amazon's ad inventory, according to Adweek.
The purchase data comes from 15 million consumers who agreed to share it through Attain's rewards and budgeting platforms. CEO Brian Mandelbaum said the integration connects what happens on Amazon with what happens at merchants such as Target, Walmart and local grocery stores.
The integration differs from earlier partnerships because it connects directly to Amazon Ads' APIs for targeting without an intermediary, according to Adweek. The available information did not include details on targeting prices or expected ad spending.
What do these terms mean?
Audience segment: A group of consumers sharing a common trait such as purchase behaviour or interest, targeted by an advertiser with a specific message.
Purchase data: Records of what a consumer buys from stores and brands, used to understand their behaviour and target them with suitable ads.
API (application programming interface): A technical method that lets two systems share data or perform tasks between them without manual intervention.
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