🇺🇸 USPPC & AdvertisingLow ImpactMarch 27, 2026
Comcast Advertising's Local & SMB Customers Get Programmatic Access to Amazon Ads Streaming Through Amazon DSP
US-based local and small-to-medium business advertisers working through Comcast Advertising who want programmatic access to Prime Video and Amazon Ads streaming inventory at scale, plus brands looking for hyper-local CTV creative variants via Amazon DSP
At IAB NewFronts 2026 on March 27, 2026, Amazon Ads announced a partnership with Comcast Advertising that — for the first time — gives Comcast's local and small-to-medium business (SMB) advertiser customers programmatic access to Amazon Ads streaming inventory, including Prime Video, through Amazon DSP. Amazon Ads cites an average U.S. monthly ad-supported reach of 200M across its streaming portfolio. Local advertisers can use Amazon DSP's location-based ad capabilities to customize creative by geography (regional offers, local pricing, local business info) while still buying through a single national pipe.
Key Points
- Announced March 27, 2026 at IAB NewFronts 2026: Amazon Ads + Comcast Advertising partnership opens Amazon DSP streaming inventory to Comcast's local & SMB advertiser base
- Local and SMB advertisers gain programmatic access to Prime Video and the wider Amazon Ads streaming portfolio — inventory previously hard for local buyers to reach at scale
- Amazon Ads streaming portfolio cited at 200M average U.S. monthly ad-supported reach
- Amazon DSP location-based ads let local advertisers tailor creative by geography (regional offers, location-specific pricing, local business info) inside a single national buy
- Buying flows through Amazon DSP — Comcast's local & SMB customers tap into that pipe rather than negotiating a separate Prime Video deal
What You Should Do Now
- 1If you buy local or SMB streaming through Comcast Advertising, ask your rep about activating Amazon DSP access to Prime Video and the broader Amazon Ads streaming portfolio under this partnership
- 2Plan creative variants by geography to take advantage of Amazon DSP's location-based ad capabilities — regional pricing, store-locator messaging, local promo codes
- 3Skip this announcement if you do not advertise locally in the United States or you already buy Amazon DSP directly — the partnership is aimed at Comcast's local & SMB customer base
Official Source
Amazon Ads →This summary is written in our own words based on the official source linked above. Policies may be updated after publication. Always check the official Amazon source for the latest details.