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Wavemaker integrates Amazon Advertising’s Overlapping Audiences API into its Provocative Planning platform in global-first collaboration


Wavemaker is working with Amazon Advertising to access its Overlapping Audiences API, which provides insights to help understand the relationships between a brand’s audience and other audiences on Amazon.

Wavemaker is the first agency globally to integrate the Overlapping Audiences API directly into their Provocative Planning platform. It will enable planners to access the insights directly to input into media plans and campaigns.

The collaboration will allow Wavemaker to create strong audience strategies and realise clients’ digital maturity plans.

Mudit Jaju, Global Head of Ecommerce said, “Our collaboration with Amazon Advertising is a recognition of Wavemaker’s leading offer in ecommerce solutions and demonstrates the capabilities of our operating system and Provocative Planning platform. With access to Amazon Advertising’s Overlapping Audiences API we can better optimise our clients’ Amazon campaigns and help them drive growth.”

Toby Jenner, Wavemaker’s CEO added, “I’m very proud of this announcement. Through our continual drive to positively provoke ourselves and our strong alliance with Amazon Advertising we can now offer our clients a bar raising level of audience planning. I see this collaboration as another way we fulfil Wavemaker’s promise to always find a better way to grow our clients’ business.”


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