Amazon now applies its shopping and browsing data to Netflix CTV ads and ties them back to Amazon purchase outcomes, though Netflix-level attribution via AMC is still on the roadmap. It also taps LinkedIn’s professional data for job-based B2B targeting on premium streaming, strengthening its closed-loop attribution and expanding advertiser reach.

• Amazon Audiences can now target Netflix viewers using Amazon shopping/browsing data (live since mid-April US, mid-May UK), but Netflix impression data isn't yet in Amazon Marketing Cloud, so purchase attribution isn't fully closed-loop.
• Amazon DSP now uses LinkedIn data (job titles, seniority, industry) to enable B2B targeting on CTV—live in the US, coming to UK—filling a gap since no scaled professional-targeting option existed for CTV before.
• The closed-loop attribution advantage mainly benefits brands that sell through Amazon; others still need third-party attribution or clean rooms.
• Early EMEA tests show solid scale for Amazon Audiences on Netflix, with the next test being whether CTV exposure actually drives Amazon add-to-carts and purchases.