Amazon expands AI-driven upfront strategy as LinkedIn CTV partnership targets B2B advertisers

Amazon Ads is positioning artificial intelligence, audience data, and cross-platform media buying at the center of its 2026 upfront strategy as the company looks to strengthen its role in an increasingly fragmented TV and streaming market.

Ahead of its upcoming upfront presentation, Amazon outlined plans to expand how advertisers manage campaigns across streaming TV, digital video, and the broader open internet. Central to that effort is a new collaboration with LinkedIn that enables advertisers to access LinkedIn’s professional audience data through Amazon DSP for connected TV campaigns.

The partnership allows marketers to use first-party LinkedIn targeting signals — including job title, seniority, and industry data — when buying premium streaming inventory through Amazon’s demand-side platform. The integration is currently available for U.S. targeting and builds on Amazon’s broader push to position its DSP as a full-funnel advertising platform spanning video, display, audio, and commerce-driven media.

Amazon said the shift reflects changing advertiser priorities as streaming continues to reshape the traditional upfront marketplace. Rather than focusing solely on securing premium content inventory, buyers are increasingly seeking integrated systems that combine media, audience targeting, measurement, and optimization capabilities.

The company is also expanding its AI-led advertising infrastructure. Amazon executives said advertisers are adopting AI tools across campaign planning, audience selection, optimization, and measurement workflows, while smaller businesses are increasingly using AI to enter video and live sports advertising at lower production and operational costs.

The company’s strategy combines live sports, streaming entertainment, and commerce signals with AI-powered campaign management. Amazon’s portfolio includes sports properties such as Thursday Night Football, the NBA, WNBA, and NASCAR, alongside original entertainment programming on Prime Video.

Amazon is also investing in interactive and contextual advertising formats designed to connect streaming content with commerce activity in real time. Executives pointed to growing interest in AI-driven ad experiences, including contextual placements and interactive formats that can dynamically align advertisements with on-screen programming.

The LinkedIn integration represents a broader industry move toward consolidated media buying across fragmented viewing environments. For B2B advertisers, the partnership expands access to streaming inventory while maintaining professional audience targeting capabilities traditionally associated with LinkedIn’s native advertising ecosystem.

The announcement comes as Amazon’s advertising business continues to grow. The company reported $17.2 billion in advertising revenue during the first quarter, up 22% year over year, while LinkedIn reported 12% quarterly revenue growth driven partly by expanding video and advertising products.