Amazon Grants Marketing Cloud Access To Any Sponsored Ad Campaigns

Plus: Google adds seasonality controls for app promos

Author

Avinash Duggempudi
September 24, 2025 • Estimated Reading Time: 6 minutes

ClickZ Digital Ad Platform News

Here's what's happening this week in the world of digital advertising platforms: 
- Amazon unlocks AMC for all sponsored ads.
- Google adds seasonality switches to app bidding.
- YouTube Live rolls out creator monetization tools
- Amazon launches AI creative partner for faster assets.

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

  • No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

  • Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

  • Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

Amazon is opening Amazon Marketing Cloud to all advertisers running Sponsored Products, Sponsored Display, Sponsored Brands or Sponsored TV, with a no-code UI and templates under Measurement & Reporting. This democratizes clean-room analytics by letting brands join first-party data with Amazon shopping, browsing and streaming signals to optimize targeting and attribution. Impact: SMBs gain enterprise-grade measurement; larger teams can scale audience building and incrementality analysis faster.

Google launched a beta that lets app advertisers apply seasonality adjustments to Smart Bidding across 1–7 day promotion windows. Marketers can pre-signal conversion spikes so bids ramp proactively, reducing lost opportunity during flash sales or launches. Affects app growth teams relying on automated bidding that historically adapts reactively to sudden conversion surges.

Meta is turning WhatsApp’s Updates tab into a monetizable surface: channel subscriptions, promoted channels, and ads in Status, with deeper integrations into Facebook Pages and Meta Ads. This creates net-new inventory and a cleaner path from ad click to chat, unlocking conversational commerce and lead capture at scale. Advertisers using WhatsApp Business and performance buyers on Meta are most impacted.

At Made on YouTube 2025, YouTube introduced AI-native tooling—Veo 3 Fast for generative video, Edit with AI, and Speech to Song—plus enhanced Studio assistants. The move slashes creative lift and accelerates content throughput across Shorts, live, podcasts, and shopping. Creative teams, performance marketers, and agencies get faster iteration cycles and more shoppable, on-brand video at volume.

Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

⚡QUICK READS

Amazon Debuts AI ‘Creative Partner’ To Aid Campaign Development: Amazon’s Creative Studio now includes a conversational assistant that generates display and video assets using retail insights, compressing production cycles across DSP and Sponsored formats.(More)

YouTube Unveils Twitch And TikTok-Inspired Enhancements: YouTube Live adds minigames, dual-orientation broadcasts and reactions, signaling a deeper push to capture streamers and viewer time with new monetization levers.(More)

Takeaways From Amazon’s Accelerate Conference For Sellers: Amazon’s upgraded Seller Assistant promises proactive compliance fixes, demand forecasting and inventory automation, pointing to broader AI-led efficiency across marketplace ops.(More)

Amazon Ads VP Casts AI As ‘Creative Director’: Jay Richman frames AI as augmenting creative strategy and asset production at scale, foreshadowing hybrid agency models and faster personalization under human oversight.(More)

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