Amazon Ads · Sr. Product Manager · 2024 to Present
80% of Advertisers Were Missing 95% of the Inventory.
GenAI unlocked creatives gave advertisers 132% more reach without any extra work. How a GenAI creative extension pipeline turned Amazon's 1P device surfaces and premium 3P CTV inventory from inaccessible to one-click for video advertisers.
Incremental advertiser reach unlocked
Of all Amazon video ad spend influenced
Of new-to-format advertisers activated via GenAI creatives
Context
GenAI-built creatives gave advertisers 132% more reach without any extra work. Amazon's 1P device surfaces, Fire TV, Alexa, and Fire Tablet, hold a significant share of premium video inventory but each requires bespoke creative assets to serve ads. For advertisers already running video on Prime Video, the placements were compatible with their goals. The creative requirement was the only thing standing in the way.
Problem
The missing reach sat on platforms like Fire TV and premium 3P CTV services like LG, surfaces entirely compatible with what advertisers were already trying to do. Bespoke format requirements meant creative production was the blocker, and creative production was the one thing advertisers couldn't easily do more of.
Approach
01
Identify the moment of maximum leverage
Advertisers were already in the platform building creatives for streaming. I identified that workflow as the right moment to surface the opportunity, as a natural extension of work already in progress.
02
Build a GenAI-first creative extension pipeline
I led the build of a GenAI image generation pipeline that transformed existing video creatives into format-ready assets for device surfaces. When an advertiser built a video creative for Prime Video, they were offered the option to extend to Fire TV and premium 3P CTV. The creatives were generated on their behalf. Getting there required solving a genuine science problem: I partnered with the applied science team on the end-to-end pipeline and led an evaluation cycle with creative experts to validate output against real placement specifications, including safe zones and subject preservation across format transformations.
03
Design for adoption, not just availability
I designed the experience so the opportunity surfaced at the right moment, with creatives pre-built and ready to serve. The advertiser's decision was a single yes. For advertisers already running campaigns that were underdelivering on reach, the GenAI extension surfaced as an in-workflow recommendation at the point where the gap was most visible, reaching advertisers who had already passed the creative building stage entirely.
Outcomes
- →Advertisers who went through the pipeline saw 132% incremental reach
- →Product now influences 2.1% of all video ad spend on Amazon
- →Activated 20% of new-to-format advertisers on these placements through GenAI creatives alone
Reflections
Solving creative availability was only the first unlock. The harder problems — latency, recommendation quality, and maintaining a bar high enough for advertisers to trust what the system builds — are what determine whether GenAI actually delivers on its promise.
Next case study
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