Amazon splits media business between OMG and WPPAmazon also continues to work with IPG. Credit: Bloomberg
Amazon has split its media business between Omnicom Media Group and WPP following a massive overhaul that began in late 2023.
The two holding companies will split their responsibilities by geography, with OMG handling the Americas and WPP, EMEA and APAC, Amazon said in a statement, calling the decision a "strategic move to benefit from the best that both groups have to offer."
“The process took more than six paytm phone number data months from start to finish and included an objective third-party review by MediaSense to validate our findings,” Amazon said in its statement.
The account was handled by IPG, which will remain the global media partner for Amazon Web Services, Amazon Business and Amazon Ads, according to the e-commerce giant.
Amazon is the largest spender on advertising in both the United States and the world, according to Ad Age Datacenter.
In its latest annual regulatory filing, Amazon disclosed global advertising and other promotions spending of $20.3 billion in 2023, down 1.5% from 2022. Amazon had U.S. measured media spending of $6.2 billion in 2023, down 13% from 2022, according to Vivvix, including paid social data from Pathmatics.
Amazon's broader push
Amazon has been expanding its ad tech program for publishers, with a focus on connected TV apps. It recently launched a measurement product called Signal IQ that lets publishers track how third-party data affects their advertising deals. The launch followed its first presentation from the initial pitch week.
The e-commerce giant’s demand-side platform, Amazon DSP, also competes for advertisers with Google’s Display and Video 360 and independent ad tech firm The Trade Desk. Amazon has been trying to reframe the narrative around its DSP, which has largely been seen as a way to leverage Amazon properties with the benefits of Amazon’s shopping data. At the Cannes Lions International Festival of Creativity in June, Amazon announced new ways to buy inventory through its DSP without third-party cookies.
