Amazon Expands Shopper-Powered CTV
Attain’s integration brings purchases made beyond Amazon into its advertising platform, opening another route to CTV audiences.
Amazon’s advertising appeal extends beyond brands selling through its marketplace. An expanded integration with Attain now lets advertisers use purchases made elsewhere to build audiences directly within Amazon Ads DVA+, including for campaigns running on Prime Video.
The integration, announced by Attain, makes its purchase-based audiences natively available in Amazon’s buying platform. Advertisers can segment consumers by retailer, combinations of retailers, purchase category, and whether spending occurred online or in stores. Attain says those signals refresh daily.
For restaurant chains, retailers, automotive businesses and hospitality brands, the development connects CTV buying with shopping behavior beyond a single retailer’s customer base. Its practical value will depend on how those audiences align with the markets and customers a brand can serve.
Different Routes to CTV Audiences
Retailer-specific data provides insight into purchases within that business. As Magnite’s work with Walmart Connect and Best Buy Ads illustrates, those shopper relationships can extend into television inventory through established buying platforms. Attain brings a cross-retailer perspective into Amazon’s platform, allowing audience selection to reflect spending across multiple businesses.
Other approaches build audiences from viewing context rather than recorded transactions. Magnite’s expanded Proximic partnership brings predictive audiences and ID-free contextual targeting into SpringServe, helping publishers package relevant CTV inventory. A predicted category buyer, however, is not the same as someone with a recorded purchase.
For MULO brands and their agencies, those audience definitions influence planning. Cross-retailer information could help distinguish customers loyal to one retailer from those shopping across several, while contextual targeting could uncover additional prospects. Marketers need to understand what each signal establishes, audience overlap and the additional reach each approach provides.
The relevance also depends on geography. A national category audience may be too broad for a regional footprint. Purchase signals become more useful when combined with appropriate market coverage, creative and offers available at nearby locations.
Moving Data Into Execution
Attain and Amazon already had a measurement relationship. In 2025, Attain became an automated offline sales-lift measurement partner of the former Amazon DSP. The new integration moves its purchase intelligence into audience activation.
Attain collects permissioned data through financial-wellness and shopping-rewards apps. The company says it has direct relationships with more than 14 million consumers.
“The real opportunity today isn’t just better intelligence, it’s removing the friction between insight and execution,” said Ben Grossman, managing director, Applied AI Strategy at Publicis Groupe.
For agencies, native availability can reduce the distance between choosing an audience and activating a campaign. That matters when teams manage multiple brands, markets and promotional calendars. It also gives brand advertisers whose transactions happen outside Amazon another reason to consider its media offering.
Connecting Audiences With Results
Purchase-based targeting provides evidence of past behavior. Marketers still need to separate customers likely to buy anyway from those influenced by a campaign, while maintaining enough audience scale within their service areas to deliver efficiently.
For multi-location brands, evaluation should account for customer density, competitive conditions, store availability and promotional participation. National results can obscure those differences.
Attain’s integration expands the shopping signals advertisers can activate through Amazon’s media platform. For brand marketers, its value lies in translating that broader view of customer spending into more precise audience and investment decisions across the locations they serve.
