Amazon Ad Server to shutter in 2024

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Amazon is reportedly shutting down its ad-serving business in the fourth quarter of 2024. The delay is so that brands and agencies will have time to transition themselves onto another ad server and support their employees globally who will be affected by the decision.

"We have made the decision to sunset Amazon Ad Server in the fourth quarter of 2024. At Amazon," said Amazon in a statement when MARKETING-INTERACTIVE reached out.

"We’re always evaluating the potential of our products and services to deliver customer value, and we regularly make adjustments based on those assessments. We have shared this decision now to provide ample transition time for our customers and to support employees who may be impacted by this decision,” it said.

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Amazon's Ad server is an optional service used by its advertisers. It is used to manage and measure campaigns across platforms and publishers.

The company though reportedly believes that there is a good future for it in advertising as its business continues to grow and noted that it will continue to invest in building a complete advertising-technology infrastructure to support marketers.

While Amazon Ads Server will be shut down, other Amazon advertising services will continue such as Amazon DSP, Amazon Marketing Cloud and Amazon Publisher Services.

This comes shortly after Amazon Ad Server, which was formerly known as Sizmek Ad Suite, unveiled a new identity in June this year. The new identity saw expanded capabilities and feature offerings that helped make cross-channel campaign execution easier and more effective, along with refreshed visuals across the interface.

At the time, Amazon revealed that there would be greater ties across Amazon ad tech in 2023. "Using Amazon Ad Server, Amazon DSP, AMC, and Amazon Publisher Direct together can help advertisers improve the scalability of creative optimization, increase campaign reach throughout Amazon and third-party inventories, and deliver cross-media insights unique to Amazon," it said.

Amazon will reportedly continue to support Amazon Ad Server DCO features until the fourth quarter of 2024.

At the same time, Amazon has also reportedly shuttered its Amp live audio service which launched in 2022. Amp allows users to host live shows and allows callers to join in and request to speak.

The tech giant noted that they made a lot of learnings through Amp and that they would be taking this into Amazon Music to scale it up.

MARKETING-INTERACTIVE has reached out for more information.

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