Customer data platform (CDP) leader Lytics announced new features, enabling advertisers on Amazon’s DSP to target campaigns more effectively by using email as an identifier, and audience audiences from Lytics Cloud Connect.

Jascha Kaykas-Wolff, President, Lytics, said, “Amazon Ads is one of the fastest-growing and most powerful channels for Marketing and we continue to see rapid adoption and expansion across our customer base. We are excited about our partnership with Amazon and thrilled to give our customers the ability to use their first-party data to create powerful audiences for targeting customers on Amazon.”

Advertisers can programmatically buy display and video ads using Amazon DSP’s demand-side platform. Amazon DSP Destination enables marketers to target customers using first-party cookies or hashed emails and display and video ads programmatically to those audiences at scale.

Through better targeting and segmentation, brands can enhance their return on ad spend (ROAS) on Amazon Ads. Audiences can be built in Lytics and users can be mapped on Amazon so that advertisers can target their ads.