SerpApi.Org
Fox Corp.'s Red Seat Ventures is the latest entity to strike up a partnership with Amazon in a bid to give advertisers broader reach in programmatic venues.
Amazon will give advertisers the chance to buy up programmatic advertising inventory from Red Seat via its demand-side platform, the latest in a series of similar alliances media companies have been striking in recent months. Amazon has unveiled similar agreements with companies including Disney, Roku and Netflix, among others, over the past year.
Under the new alliance, advertisers can gain access to commercial inventory tied to Red Seat's portfolio of audio and video podcasts. Red Seat works with Megyn Kelly, Tucker Carlson and Bill O'Reilly, among others.
"Our podcast audio and video creators have built some of the most trusted communities in media. Consumers keep returning to them, and that loyalty shapes discovery, consideration and brand affinity in ways algorithms alone can't," said Jeremy Price, senior vice president of sales at Red Seat Ventures, in a prepared statement. The alliance with Amazon offers "a new way to make creator-led media measurable, addressable and connected to real business outcomes."
Content companies striking DSP alliances hope the deals will give marketers the chance to buy a broader set of programmatic inventory from a single venue, potentially reducing the number of commercials they show to the same consumer and improve the effectiveness of commercials by distributing them with more precision
Red Seat Ventures represents more than 40 creators who span genres including true crime, comedy, news, sports and entertainment.
