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EXCLUSIVE: Amazon Doubles Prime Video Ads to 6 Minutes Per Hour
The move could lower CPMs but potentially hurt performance.
The increase, which Amazon had telegraphed to investors but has not publicly acknowledged to consumers, gives the company significantly more inventory to sell across its rapidly expanding streaming business. The uptick in commercials is the latest sign of maturation from the streaming service, which in recent months has debuted a slew of new products designed to make it more appealing to marketers. “For us, lower CPMs are appealing, but it comes with a viewer tolerance tradeoff, which might lead to tune-out or effectiveness declines,” said Markacy president and chief operating officer Ryan Mason.
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