Better Together: Tealium + Amazon Ads

Enhance marketing performance with first-party signals

Level-up your Marketing & Advertising Power

Effective utilization of first-party signals can help to strengthen connections with customers, deliver relevant experience, foster new customer relationships, and nurture existing ones. First-party signals in good use can delight customers and drive business growth. Businesses providing tailored customer experiences based on first-party signals saw improved performance across the following:

Source: The Power of First-Party Data Strategies for Marketers, Deloitte, 2023

What does this mean for your business?

The way in which advertising is informed by data will continue to fundamentally change over the coming years. To power privacy-centric advertising in a world without third-party cookies, businesses need to start delivering a first-party driven approach.

To help address these challenges, Tealium partners with Amazon with three core integrations, including client-side tags/pixels, server-to-server (S2S) CAPI connectors for online and offline data configuration, and full spectrum audience-based segmenting and activation for hyper-accurate targeting. This all culminates into a real-time, single-view of a customer that can be applied to diverse business units across an organization, from marketing to data science, analytics, email, media, and creative teams.

What You Can Achieve

Improve Conversion Measurement & Targeting

Recover conversions not observed today due to privacy and regulation changes that are changing how customer data is tracked, collected, and activated. Improve targeting, modeling, and bidding performance by configuring important events like subscription, renewal, add to cart, and purchases associated with your campaigns running on Amazon

Holistic measurement

Bring the full power of your MarTech stack to your Amazon Ads campaigns. Maximize your business objectives and Key Performance Indicators (KPIs) by creating omni-channel audiences in AudienceStream CDP and activating those audiences in Amazon’s DSP using Amazon DSP Data Provider API.

Cross-media Data Activation

Include more data sources from your enterprise — such as CRM data, call-center events, offline behaviors, lower-funnel events, or detailed event parameters like item categories - to grow your audiences with Look-a-like modeling or to reduce low-performing audiences with Suppression modeling.

Reclaim Your First-Party Data

Decide what data to share with Amazon and when to share it, as well as include more meaningful data, such as a customized customer value score or each step/action taken in a conversion journey on a website.

As the industry moves to better protect the privacy of consumers, browsers will cease to support cookies that today aid in optimization, targeting, and measurement, making server-side tools like Conversion API essential for controlling this data.

Strengthen performance and privacy

Strengthen conversion tracking reliability through consented client-side and server-side data collection points. AMC only accepts pseudonymized information. All information in an advertiser’s AMC instance is handled in strict accordance with Amazon’s privacy policies, and your own signals cannot be exported or accessed by Amazon. Advertisers can only access aggregated, anonymous outputs from AMC.

Amazon Marketing Cloud (AMC) & Tealium

What is Amazon Marketing Cloud?

Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean room solution, in which advertisers can easily perform analytics and build audiences across pseudonymized signals, including Amazon Ads signals as well as their own inputs.

AMC scales audiences with insights from the Amazon ecosystem, including shopping behavior at Whole Foods, viewing behavior on Prime, gaming preferences on Twitch, and many other services.

With Tealium, brands implement mechanisms to manage consented, real-time customer signals, which is critical to developing a unified view of the user experience across a brand's owned channels. Leveraging Tealium's connectors with Amazon Ads, marketers can now enrich audience understanding and guide marketing tactics, going from Audience Insights to Audience Strategy.

  • Enable AWS-powered lookalike audiences to build bigger audiences while maintaining relevance 
  • Subscribe to insights to discover untapped high-potential segments by accessing information about users both with and without prior ad exposure across main segment categories; in-market, lifestyle, interests, and life events 

With this power and reach, global marketers are allocating more media to Amazon Ads and seeing incredible results.

Tealium + Amazon Ads Integrations

Tealium + Amazon Ads Integrations

Tealium and Amazon Ads integrations serve as essential tools for your organization to fortify your business strategy in anticipation of evolving privacy regulations, shifting consumer behaviors, and expanding first-party signals in a cookieless environment. Regardless of your current position in the development of your first-party signal strategy, these solutions are indispensable for ensuring business agility and aligning with customer expectations.
Tealium offers integration capabilities with Amazon Ads, including the Conversion API, Amazon Marketing Cloud (AMC), and Amazon DSP, to better equip advertisers in activating audiences, assessing advertising performance, and overall enhancing real-time, omnichannel strategies in a cookieless world.

Contact Us

Have questions about the Tealium and TikTok Integration and how it could help your business? Get in touch with a Tealium expert.