AMZN (Buy, $260 target)/TTD (Neutral, $75 target) Part II: CTV footprint in focus; AI ad tool updates overlooked
This week at Cannes, Amazon DSP announced integrations with ROKU and DIS, both of which have driven more questions about competitive positioning in CTV with TTD.• We discussed a variety of changes at Amazon DSP and its positioning versus TTD and GOOGL’s DV 360 earlier this month in Part I HERE.
Getting less attention are advances in AI ad creative tools, including AMZN’s first disclosure about adoption of its tools. TTD is not developing its own gen AI ad creative tools but expanded its roster of partners this week.
• We analyzed the potential impact to ad revenue growth for AMZN, META and GOOGL’s from gen AI ad creative tools last week HERE.
Addressable CTV footprints are understandably top-of-mind for the near-term TTD vs AMZN DSP narrative. However, this battle will be fought on multiple fronts, and we think video ad creation tools for CTV are an important emerging vector as well, and AMZN and TTD are taking different approaches.
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