OnAudience integrates AI audience builder with Amazon DSP

OnAudience announced on November 25, 2025, a new partnership with Amazon Ads that brings AI-generated and taxonomy-based audience segments directly into Amazon DSP. The integration allows brands and agencies to create custom audience segments from campaign briefs and activate them across Amazon’s advertising ecosystem without manual data transfers or technical implementations.

The partnership positions OnAudience as an Amazon Ads Verified Partner, providing advertisers access to audience data gathered from over 200 markets worldwide. According to OnAudience, the integration converts simple campaign briefs into privacy-safe audience segments within seconds, addressing a fundamental challenge in programmatic advertising where manual segment selection requires substantial platform expertise and time investment.

AI-powered segment generation transforms workflow efficiency

The core functionality centers on OnAudience’s AI Audiences tool, which processes campaign briefs submitted in natural language and automatically generates optimized audience segments. The system leverages large language model capabilities to analyze millions of data points, creating granular targeting parameters that can be licensed directly into Amazon DSP.

“Advertisers and media agencies are facing ever greater complexity when it comes to audience creation: too many options, too little time, and inconsistent ROI,” said Maciej Sawa, Chief Executive Officer of OnAudience. “Our collaboration with Amazon Ads simplifies this challenge – by turning a brief into a custom audience in seconds, we help marketers focus on strategy and creative execution, not manual segment building.”

The AI tool accepts campaign objectives, demographic parameters, household income ranges, and funnel stage indicators as input. A sample brief might specify targeting dual-income households without children aged 30-54 with annual household income above $125,000 for consideration-stage campaigns. The system generates corresponding audience segments based on shopping, streaming, and browsing patterns from OnAudience’s global database.

This automation addresses workflow bottlenecks that have emerged as Amazon DSP expanded targeting capabilities across 32 countries. Manual audience configuration for multi-country campaigns previously required separate setup for each geographic market, creating operational complexity for global advertisers.

Technical architecture supports privacy-compliant data activation

OnAudience processes mobile, desktop, and connected television data through privacy-safe protocols meeting global regulatory standards. The infrastructure operates under GDPR requirements in Europe, various data protection laws across Asia Pacific, and regional privacy frameworks in Middle Eastern countries.

The system’s privacy compliance framework parallels Amazon’s own approach to multi-country audience targeting, which maintains unified functionality while respecting local regulatory requirements. This technical alignment enables advertisers to deploy OnAudience segments across Amazon DSP’s 32 supported markets without maintaining separate compliance frameworks for each jurisdiction.

All segments built through the AI Audiences tool adhere to OnAudience’s privacy-safe data protocols, processing aggregated and anonymized signals rather than individual user information. The architecture prevents direct exposure of personally identifiable information while enabling addressable audience creation, similar to clean room technologies that have emerged as critical infrastructure across the advertising ecosystem.

Recent regulatory developments have increased scrutiny on audience data processing. The European Commission proposed substantial amendments to GDPR in November 2025 that would alter how organizations process personal data for artificial intelligence development. These proposals include narrowing the definition of personal data and introducing new consent mechanisms for terminal equipment data processing.

Market positioning amid AI-driven targeting expansion

The integration arrives as Amazon Ads systematically expands AI-powered campaign automation capabilities. Amazon introduced Ads Agent on November 11, 2025, providing artificial intelligence automation for campaign management tasks including audience segment recommendations across thousands of available targeting options.

OnAudience’s external data integration differs from Amazon’s native targeting automation by providing third-party audience segments created outside Amazon’s ecosystem. This approach resembles how The Trade Desk launched Audience Unlimited in September 2025, introducing AI-powered scoring to evaluate thousands of curated segments from hundreds of third-party data providers through simplified pricing integrated directly into campaign costs.

The competitive landscape for third-party audience data has intensified across demand-side platforms. Amazon DSP introduced Similar Audiences in September 2024, utilizing artificial intelligence to identify consumers sharing shopping, streaming, or browsing patterns with existing audience segments. These native capabilities reduce reliance on external data providers for lookalike modeling while maintaining precision targeting.

However, third-party providers like OnAudience offer distinct value through specialized data collection methodologies and global reach spanning 200 markets. The breadth of geographic coverage exceeds Amazon DSP’s 32-country in-market audience support, potentially providing advertisers access to behavioral signals from markets where Amazon lacks native first-party data infrastructure.

Implications for agencies managing multi-platform campaigns

Media agencies face mounting pressure to demonstrate audience targeting precision across fragmented programmatic ecosystems. The OnAudience integration addresses specific pain points identified in recent platform developments around workflow efficiency and cross-channel consistency.

Amazon consolidated its Campaign Manager platform on November 10, 2025, unifying sponsored ads and multimedia solutions with Amazon DSP into a single interface. This consolidation aimed to streamline workflows through AI-powered features, reducing the technical complexity that has historically limited smaller advertisers from accessing DSP capabilities.

OnAudience’s rapid segment creation functionality complements these platform simplification efforts. Agencies managing multiple client briefs can generate custom audiences without navigating Amazon DSP’s extensive targeting library manually, potentially reducing campaign launch timelines from days to hours.

The partnership also provides a data layer independent from Amazon’s walled garden. Advertisers concerned about platform lock-in or seeking verification of Amazon’s native audience definitions can compare performance between OnAudience segments and Amazon’s first-party behavioral audiences.

Privacy regulations continue reshaping audience data economics. Europe proposed machine-readable consent signals in November 2025 that would require websites and applications to recognize browser-based consent preferences after a six-month transition period. These regulatory shifts elevate the value of audience providers maintaining robust consent frameworks across multiple jurisdictions.

Operational access and technical requirements

Advertisers can access the AI Audiences tool at ai.onaudience.com to create custom segments from campaign briefs. The workflow requires account creation subject to OnAudience’s prior approval, with users agreeing to Terms of Use and Privacy Policy governing data processing.

The system presents three campaign objective options: awareness, consideration, and conversion. Users paste campaign briefs containing targeting parameters, and the AI generates corresponding audience segments drawing on OnAudience’s behavioral data across mobile, desktop, and connected television platforms.

After segment generation, advertisers can save and license audiences for activation through Amazon DSP. The integration operates through Amazon’s standard data licensing frameworks, similar to how other third-party providers deliver audience segments to the platform.

Technical implementation details including API specifications, segment refresh rates, and minimum audience size requirements were not disclosed in the announcement. OnAudience indicated that advertisers requiring additional information or comments about the integration should contact the company directly.

Strategic context for programmatic advertising infrastructure

The partnership reflects broader industry movement toward AI-powered audience creation as manual targeting becomes increasingly unsustainable. Amazon DSP contains thousands of available targeting options spanning behavioral segments, contextual categories, and first-party shopping signals. Identifying relevant combinations for specific campaign objectives without automation requires platform expertise that many advertisers lack.

Third-party data providers face evolving market dynamics as platforms develop native AI capabilities. Amazon enhanced Performance+ and Brand+ with improved AI models on November 10, 2025, providing more precise audience targeting through the company’s AdRelevance capability. These enhancements included consideration tactics reaching customers during purchase decisions and insight cards revealing shopper engagement patterns.

Platform investment in native targeting automation creates competitive pressure on external data providers to demonstrate differentiated value. OnAudience’s global reach across 200 markets and specialized data collection infrastructure represents potential advantages over platform-native solutions limited to Amazon’s first-party ecosystem.

The integration also addresses agency operational efficiency. Amazon launched its ad tech activation partners program to formalize relationships enabling smaller advertisers to leverage enterprise-level capabilities without meeting traditional platform access requirements. OnAudience’s instant segment generation could extend similar efficiency benefits to agencies managing multiple client campaigns simultaneously.

Measurement and attribution capabilities will determine long-term success. Advertisers increasingly demand transparency in audience targeting effectiveness, particularly as AI-powered automation removes direct control over segment selection. OnAudience’s performance metrics and attribution methodologies compared to Amazon’s native audiences will likely influence adoption rates.

The competitive positioning against other audience providers remains unclear. Bombora launched Curated Ecosystem Audiences on October 30, 2025, converting proprietary data from specialized business-to-business platforms into addressable advertising audiences across programmatic and social channels. These vertical-specific providers offer depth in particular industries that broad-market providers like OnAudience may not match.

Cost structures represent another consideration. The announcement did not disclose pricing models for OnAudience segments compared to Amazon’s native audience options. Third-party data costs have historically limited adoption, with advertisers balancing improved targeting precision against incremental expenses. The Trade Desk’s Audience Unlimited addressed this friction through bulk pricing and tiered cost structures integrated into campaign expenses rather than separate data fees.

Looking forward

The OnAudience integration demonstrates continued evolution in programmatic advertising infrastructure toward AI-powered automation and simplified workflows. Success will depend on segment performance metrics, pricing competitiveness, and differentiation from expanding platform-native capabilities.

Regulatory developments around data privacy and consent mechanisms will influence operational viability across markets. OnAudience’s privacy-compliant framework positions the company to adapt to evolving requirements, though enforcement patterns vary significantly across jurisdictions.

For agencies and advertisers, the integration provides another option in increasingly complex targeting ecosystems. Whether AI-generated segments from third-party providers deliver superior performance compared to platform-native alternatives remains subject to campaign-level testing and performance validation.

Timeline

Summary

Who: OnAudience, a UK-based global data provider, announced the partnership. Maciej Sawa serves as Chief Executive Officer. Amazon Ads operates as the platform partner, with the integration affecting brands, agencies, and advertisers using Amazon DSP across managed-service and self-service accounts.

What: OnAudience integrated its AI Audiences tool with Amazon DSP, enabling advertisers to create custom audience segments from campaign briefs and license them directly into Amazon’s advertising ecosystem. The system processes natural language inputs describing campaign objectives and automatically generates privacy-compliant audience segments drawing on behavioral data from over 200 markets. Advertisers can access both AI-generated custom audiences and OnAudience’s standard taxonomy-based segments through the integration.

When: OnAudience announced the partnership on November 25, 2025. The AI Audiences tool became available globally at ai.onaudience.com following the announcement, allowing immediate segment creation and licensing into Amazon DSP.

Where: The integration operates globally through Amazon DSP, which supports campaigns across 32 countries. OnAudience gathers audience data from over 200 markets worldwide. Advertisers access the AI tool through web-based interface at ai.onaudience.com and activate segments through Amazon DSP’s standard campaign management infrastructure.

Why: The integration addresses operational complexity in audience creation where advertisers face thousands of potential targeting options requiring substantial time investment and platform expertise to configure manually. By automating segment generation through AI processing of campaign briefs, the partnership aims to reduce campaign launch timelines from days to seconds while maintaining targeting precision. The solution enables media agencies to manage more client campaigns simultaneously and helps advertisers access OnAudience’s global behavioral data without technical implementation barriers. Privacy-compliant infrastructure meets regulatory requirements across diverse jurisdictions including GDPR in Europe and various Asia Pacific data protection frameworks.