Acxiom Makes 10,000+ Audiences Directly Available in Amazon DSP's Audience Hub — Live Since March 16, 2026, Announced April 23, 2026
On April 23, 2026, Acxiom announced an expansion of its Amazon Ads partnership: more than 10,000 Acxiom audience segments are now directly available for activation inside Amazon DSP's Audience Hub, with the integration live since March 16, 2026. The direct API connection is built on Acxiom Real ID and is available in the U.S., U.K., and Germany. Meredith Goldman, Director of Amazon DSP, stated, 'Integrating Acxiom's extensive audience library directly into Amazon DSP's Audience Hub is a testament to that commitment.' The press release notes match rates often exceeding 80% and U.S. household reach above 90%. Activation flows across Amazon-owned properties (Prime Video, Twitch, Amazon Music) and Amazon DSP's premium open-internet supply. Until this integration, marketers typically faced lengthy onboarding timelines, fragmented audience data, and inconsistent match rates when bringing third-party audiences into Amazon DSP.
Key Points
- Announced April 23, 2026: 10,000+ Acxiom audiences are now directly available inside Amazon DSP's Audience Hub via a direct API connection — integration has been live since March 16, 2026
- Geographic scope at launch: U.S., U.K., and Germany
- Built on Acxiom Real ID — Acxiom's identity foundation — with match rates the press release describes as 'often exceeding 80%' and U.S. household reach above 90%
- Audiences activate across Amazon-owned media (Prime Video, Twitch, Amazon Music) and Amazon DSP's premium open-internet supply
- Removes the historical friction of manual audience onboarding, match-rate inconsistencies, and fragmented data layers when using third-party audiences inside Amazon DSP
- Quoted in the announcement: Meredith Goldman, Director of Amazon DSP, framed the integration as a commitment to making third-party audience data instantly usable inside Amazon DSP
What You Should Do Now
- 1If your brand already runs Amazon DSP campaigns and licenses Acxiom data, brief your DSP team or agency that Acxiom audiences are now directly activatable in Audience Hub — no separate onboarding is needed
- 2Audit your current Amazon DSP audience strategy: identify segments where you historically blended Amazon's first-party signals with externally onboarded third-party data, and evaluate whether the Acxiom Real ID library covers those use cases more directly now
- 3If you previously held off on Acxiom because of long onboarding timelines or low match rates, re-evaluate — the press release describes match rates often above 80% and U.S. household reach above 90%
- 4Confirm geographic eligibility before planning a campaign — at launch the integration is U.S./U.K./Germany only; other Amazon DSP markets are not in scope as of the April 23 announcement