Author: Seb Joseph

The upfront is no longer just a shop window for content Amazon owns, it’s now one for its ad tech too. 

That’s a shift from how this period usually works. The tech pitch used to come after the content deal was done — a separate conversation, often with different people. Not anymore. 

“There’s this big shift from these content-first decisions into more of this integrated approach, where you have premium content, deterministic signals and AI-driven technology all activating together,” said Kelly Maclean, vp of Amazon Ads.

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Ad tech’s shift from an industry littered with point solutions to one built around integrated stacks has been underway for a while. It was only a matter of time before the acronyms followed. 

Unified advertising platforms (UAP) is one such term. It hasn’t fully landed in the industry’s vocabulary yet, but give it time. It may be the clearest indication yet of where ad tech is headed: fewer players, more consolidation and a structural power shift that makes the current debate over supply chain transparency look like a warm up act. 

Read on for the lowdown on the term that could come to define it all. 

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