New AWS monetization solution demonstrations at NAB Show 2024

The Amazon Web Services (AWS) for Media & Entertainment Monetization solution area provides services and solutions to help media and entertainment companies deliver, optimize, and monetize their content across multiple platforms and channels, increasing revenue streams and creating more efficient monetization of their content assets.

The 2024 NAB Show kicks off April 13 in Las Vegas. Throughout the week, members of the AWS Monetization solution area team will showcase fifteen demonstrations featuring AWS and AWS Partners in booth W1701 at the Las Vegas Convention Center.

Demonstrations include next-generation monetization solutions focused on converged ad sales, audience measurement innovations, and next-generation advertising solutions powered by generative AI, as well as advanced ad formats and shoppable video. AWS will also demonstrate solutions for advertising and marketing intelligence that help media companies increase viewer engagement, reduce churn, and drive more revenue through tailored experiences that resonate with target audiences.

Next-generation monetization demonstrations

Converged ad sales on AWS

AWS addresses the need to simplify and unify the linear and digital advertising ecosystem by facilitating cross-platform ad buying, fulfillment, and measurement. These solutions optimize and automate the ad sales process, maximizing yield across direct and programmatic sales, and ensuring campaigns are fulfilled across platforms with minimum waste.

Services: AWS Direct Connect, VPN, Amazon Route 53, AWS WAF, Amazon S3, Amazon API Gateway, Amazon Elastic Container Registry (ECR), AWS Fargate, Amazon Elastic Container Service (ECS), Amazon Aurora, Amazon DynamoDB, Lake Formation, AWS Glue, Amazon AppFlow, Amazon API Gateway, Amazon Kinesis, AWS DataSync, AWS DMS, Amazon SageMaker, Amazon EMR, Amazon Athena, Amazon QuickSight, Amazon EventBridge, Amazon CloudTrail, Amazon CloudWatch, AWS CodePipeline, AWS Security Hub

Cross platform measurement

AWS showcases audience measurement innovations with partners Comscore and iSpot.tv, enabling content performance and campaign measurement for linear TV at local and national levels with Amazon Q in QuickSight, and enhancing value to advertisers by providing true audience reach with market level precision.

Services: Amazon S3, AWS Glue, Amazon Athena, Amazon QuickSight, Amazon Q in QuickSight
Partners: Comscore, iSpot.tv

Amazon Publisher Services integration with AWS Elemental MediaTailor and Datazoom device SDKs to unlock demand from Amazon and Google

Amazon Publisher Services (APS) integration with AWS Elemental MediaTailor and Datazoom device SDKs for MediaTailor, pre-packaged with Google Ad Manager’s PAL (programmatic access library), enable publisher access to Amazon and non-Amazon programmatic ad demand, improving publisher fill rates and CPMs. The solution helps publishers unlock incremental demand for ad-supported streaming TV and audio content on Amazon Demand Side Platform (DSP) and Google Ad Manager (GAM). Demand from Amazon Ads includes premium third-party brands and advertisers as well as Amazon brands. In addition, publishers get all the benefits of APS Enterprise tools and services, including seamless integration with Deal Cloud, Amazon Publisher Cloud, Connections Marketplace, and Amazon Measurement/Insights.

Services: Amazon S3, AWS Elemental MediaPackage, AWS Elemental MediaTailor, Amazon QuickSight
Partners: Datazoom, Amazon Ads, Amazon Publisher Services (APS)

Generative AI for advertising – enhanced audience insights with AWS Clean Rooms

AWS enables self-service audience insights by providing a text-to-SQL prompt interface to AWS Clean Rooms powered by Amazon Bedrock. The solution takes a user prompt for insights as input, and transforms the prompt to a SQL version compatible with the AWS Clean Rooms data collaboration service. The output results are rendered in an Amazon QuickSight dashboard for advanced analytics.

Services: Amazon S3, AWS Glue, Amazon Athena, Amazon QuickSight, Amazon Elastic Container Registry (ECR), Amazon Elastic Container Service (ECS), AWS Clean Rooms, Amazon Bedrock

Generative AI for advertising – contextual advertising

AWS is showcasing a solution to automate the extraction of relevant metadata from video and map it to custom or industry-standard advertising taxonomies such as IAB Context Taxonomy or GARM Brand Safety and Suitability Standard. The content taxonomy mappings inform and decorate the OpenRTB bid request, enabling advertisers, agencies, and brands to bid for publishers’ inventory that resonates with their ad creative, is aligned with their brand safety and suitability guidelines, and attaches a certain mood or sentiment towards a brand or product.

Services: Amazon S3, AWS Step Functions, AWS Lambda, Amazon DynamoDB, Amazon OpenSearch Service, Amazon Transcribe, Amazon Bedrock

Generative AI for advertising – ad break detection

AWS is demonstrating a solution to automate the identification of ideal places in pre-recorded video content for non-intrusive, frame-accurate insertion of video ads without disrupting the storyline.

The demonstration leverages generative AI and traditional AI/ML capabilities to automatically generate an “Edit Decision List” (EDL) compatible with most video editing software. Human editors review the suggested ad break markers, apply potential edits, and send them as ad insertion instructions to downstream systems such as linear broadcast playout, FAST channel playout, server-side ad stitchers, or client-side video players.

Services: Amazon S3, AWS Lambda, AWS Elemental MediaConvert, AWS Elemental MediaPackage, AWS Elemental MediaTailor, Amazon Rekognition, Amazon Transcribe, Amazon OpenSearch Service, Amazon Bedrock

Generative AI for advertising – ad creative and moderation

AWS is showcasing a solution that enables brands, creative agencies, and publishers to rapidly generate hyper-personalized banner image ad creatives for advertising and marketing use-cases. The Amazon Bedrock-based solution supports text-to-image for base image generation, or bring your own base-image for image-to-image generation, augmented with first party profile data to generate hyper-personalized variants. A content moderation layer validates generated images to promote brand safety and compliance, detecting toxic text, and inappropriate, unwanted, or offensive content with Amazon Rekognition.

Services: Amazon S3, Amazon Amplify, Amazon Cognito, AWS AppSync, Amazon Elastic Container Registry (ECR), Amazon Elastic Container Service (ECS), AWS Lambda, Amazon Rekognition, Amazon Bedrock

Generative AI for advertising – ad creative and tag lines

AWS is demonstrating a solution that lets brands, creative agencies, and publishers rapidly generate hyper-personalized ad creative and tag lines for advertising and marketing use cases with Amazon Bedrock. The solution supports text-to-text or bring your own base image for image-to-text generation, augmented with first party profile data passed in the prompt’s input as context to generate hyper-personalized ad tag lines.

Services: Amazon S3, Amazon Cognito, Amazon API Gateway, AWS Lambda, Amazon Bedrock

Shoppable video content on AWS with Amazon Anywhere

AWS is featuring an immersive Shoppable Video solution that provides a seamless in-content shopping experience. AWS will demonstrate solutions that support integrations to e-commerce stores (including amazon.com, via the Amazon Anywhere API) and bring-your-own-store or bring-your-own-product-catalog models. These solutions support near real-time, closed-loop attribution measurement illustrating funnel and cart statistics and accretive revenue performance by product.

Services: Amazon S3, AWS Step Functions, AWS Lambda, Amazon DynamoDB, AWS Elemental MediaConvert, Amazon API Gateway, Amazon SageMaker, Amazon Rekognition, Amazon OpenSearch
Partners: Amazon Anywhere

Shoppable video ads on AWS with Vudoo

AWS is showcasing APN partner Vudoo’s innovative Content-to-Commerce platform, which enables brands, publishers, and agencies to author and monetize content using its suite of e-commerce and content enhancement tools. Vudoo’s in-stream transaction feature allows viewers to make purchases directly within videos, images, or links, and enhances content with interactive features powered by a secure API gateway.

Services: Amazon S3, Amazon Elastic Container Registry (ECR), Amazon Elastic Container Service (ECS), AWS Elemental MediaConvert, Amazon Kinesis, Amazon API Gateway, Amazon CloudFront
Partners: Vudoo

Advanced advertising formats with TripleLift, Innovid, InTheGame, SpringServe, castLabs and AWS Elemental MediaTailor

AWS will showcase new, non-intrusive ad formats (overlays) rendered on the client-side for live squeeze backs/frame ads, split-screen ads, overlays, and shoppable ads with Innovid and InTheGame client SDKs in concert with SpringServe Ad Decision Server (ADS), castLabs as the OTT client, and Elemental MediaTailor SSAI pass-through signaling to the player to render non-linear overlays. These advanced ad formats appear at the same time as the primary content, allowing continuity of viewership, as opposed to existing pre-roll and mid-roll ad formats that take the viewer away from their content. Overlay advertising can be served across a range of devices, including those without native overlay ad support (based on the device’s capability).

The demo also features non-intrusive ad formats (overlays) rendered on the server-side for VOD squeeze backs/frame ads, split-screen ads, ad overlays, shoppable ads and virtual product placement (VPP) with TripleLift’s Creative Ad Server in concert with SpringServe Ad Decision Server (ADS), castLabs as the OTT client, and Elemental MediaTailor SSAI for segment replacement in the manifest.

Services: AWS MediaTailor, Amazon CloudFront
Partners: TripleLift, Innovid, InTheGame, SpringServe, castLabs

Advertising and marketing intelligence demonstrations

Composable 360 solutions

Composable Customer 360 solutions allow marketers and advertisers to create audience segments, customer journeys, and campaigns in a self-service environment. Data is synced directly from the customer’s own data warehouse, without porting the data to a Customer Data Platform (CDP). In this scenario, data residency stays fully within the customer environment. The modular nature of the composable architecture lets customers stitch together best-of-breed components as an extension of their broader customer data management strategy.

Churn prediction and management with Databricks and Hightouch

AWS is demonstrating a churn prediction demo that uses the Databricks Lakehouse platform for data modeling and storage. Raw data is loaded into the Lakehouse using Delta Live Tables. Insights are built by enriching, merging, and aggregating these raw data tables. Machine learning platforms such as MLflow and AutoML natively integrate into Databricks, letting data scientists easily train and deploy customer engagement models, such as propensity to churn. The Hightouch reverse ETL data activation platform streams churn prediction data from the Lakehouse for use in any business application.

Services: Amazon S3
Partners: Databricks, Hightouch

Audience segmentation with ActionIQ, Databricks, and Amazon Redshift

AWS is showcasing ActionIQ’s HybridCompute (InfiniteCompute) technology, which allows brands to tap directly and securely into their data warehouse, making customer data accessible and actionable. The solution seamlessly integrates with cloud data warehouses including AWS Redshift, Databricks, and others. ActionIQ’s user-friendly interface quickly connects to data and enables audience segmentation activation to a variety of downstream destinations without data replication.

Services: Amazon S3, AWS Glue, Amazon Athena, Amazon Redshift
Partners: Databricks, ActionIQ

Enhanced audience insights and activation with Amazon Marketing Cloud (AMC), Amazon DSP (ADSP) and CDPs

AWS is showcasing integration between Amazon Marketing Cloud and Amazon Demand Side Platform (ADSP) with various CDPs, including Hightouch and ActionIQ. These integrations let advertisers stream pseudonymized first-party signals into AMC and/or ADSP. These signals can be used for audience building, campaign execution, performance measurement, and custom insights.

Partners: Amazon Marketing Cloud (AMC), Amazon DSP (ADSP), Hightouch, ActionIQ

Subscription management with Cleeng

AWS will showcase a subscription management and analytics platform from Cleeng. Cleeng’s Offer Management Center allows customers to launch, track, and manage targeted product offerings. Offers created with Cleeng integrate with other business applications, allowing for synchronized product entitlement across all channels, and unified reporting of product performance. Cleeng’s analytics allow users to measure signup and retention, and create upsell campaigns.

Services: Amazon S3
Partners: Cleeng

Schedule a meeting to see AWS and AWS Partner demonstrations at NAB Show 2024 and learn how AWS is helping media companies modernize their monetization ecosystems. Find AWS in booth W1701, and don’t forget to check out our NAB blog post to learn more.