🔖Chapters:
[00:01:12] - Kelly's Background: From Soccer to Ad Tech
[00:03:22] - Making the Move from Meta to Amazon
[00:04:44] - Amazon DSP's Evolution from Single to Multi-Purpose
[00:06:10] - Adapting to the Streaming TV Revolution
[00:07:31] - Technical Differentiators and Competitive Positioning
[00:13:30] - AI Integration and the "Crystal Box" Approach
[00:16:54] - The Future of Automated Advertising Agents
[00:18:03] - Impact of Changing Consumer Search Behavior
[00:19:56] - What's Next and Amazon Unboxed Preview
💡Takeaways:
🏆 Kelly MacLean's competitive background as a professional soccer player shaped her approach to building fast-moving, high-performing ad tech teams.
🔧 Amazon completely re-architected their DSP backend and frontend, moving from single-purpose to fully functioning multi-purpose platform, improving overall performance by over 40%.
📺 Amazon DSP is now the only platform offering authenticated reach to over 80 million CTV households in the US through partnerships with Roku and other premium publishers.
🤖 Amazon's "crystal box" approach to AI provides transparency and control while leveraging automation, contrasting with traditional "black box" systems.
💰 Amazon offers industry-leading low fees: 0% for programmatic guaranteed deals on Amazon properties and 1% across premium streaming publishers.
🎯 Performance Plus campaigns have driven over 51% improvement in customer acquisition costs through AI-powered optimization.
📱 Amazon launched Complete TV ahead of upfronts, using AI to help marketers plan, manage, and measure holistic streaming TV buys across platforms.
🔮 The future will likely combine simplified AI-driven products with complex expert features, as different campaigns and brands will require varying degrees of automation.
🏈 Live sports remains one of the "last best places" where consumers are truly engaged for long durations, making it increasingly valuable for advertisers.
📊 Amazon's approach focuses on deterministic identity and frequency capping to provide more efficient spend and clearer impact measurement.
Amazon DSP: https://advertising.amazon.com/solutions/products/amazon-dsp
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.