Advertising technology company Clinch has become the first third-party ad serving platform that can show ads to Amazon Custom Audiences.
This new connection works through a server-to-server (S2S) system with Amazon DSP, Amazon’s main programmatic ad tool. It allows advertisers to use Amazon’s audience data — such as shopping, streaming, and browsing activity — while keeping control of creative and delivery inside Clinch’s system.
From November 1, 2025, Clinch clients will be able to plan, manage, and measure campaigns that use Amazon’s audience segments. The new setup helps brands run ads on Amazon’s own sites and across other partner platforms linked to the DSP.
The change is important for FMCG and retail brands that rely on digital advertising to reach shoppers. They can now use Amazon’s audience signals but still manage creative and optimization in Clinch’s “Flight Control” platform. It makes campaign work faster, cheaper, and more flexible.
The company said the system is built with privacy and security in mind. It uses ZIP-code-level targeting and removes full IP addresses, which helps follow data protection rules in the U.S. and Europe.
One early partner is Keurig Dr Pepper, which plans to use the new link for product launches and seasonal promotions. The brand said the integration gives them more control and makes ad targeting easier while keeping campaigns compliant with privacy laws.
For advertisers, this means a simpler way to connect creative messages to real shopper behavior. For retailers, it shows how fast retail media and ad tech are merging to give better, data-based results.
Clinch says this is another step in its plan to help brands run smarter, more personal campaigns using AI and automation — all without giving up transparency or control.
