Overview
- Amazon confirmed an evening upfront on Monday, May 11 at New York’s Beacon Theatre at 6:30 p.m. ET, with a streamed option for remote viewers.
- At CES, Amazon previewed a Live Events Optimizer in its DSP that lets advertisers tie budgets to specific games and time slots, with automated pacing, event-level reporting and existing frequency controls.
- Executives are promoting the Authenticated Graph for deterministic identity, claiming reach to roughly 90% of U.S. households and citing an average monthly ad‑supported audience of more than 300 million in the U.S.
- Amazon says its DSP now buys premium streaming and audio beyond its own properties through programmatic deals spanning Netflix, Disney+, Hulu, ESPN, Paramount+, Roku, Spotify and others, with recent partnerships including NBC’s 2026 Winter Olympics inventory.
- Live sports remain the growth engine, with Thursday Night Football’s Christmas game topping 21 million viewers and NBA coverage hitting seasonal highs, while Amazon points to $17.7 billion in Q3 ad revenue as a scale marker.