Question: A brand is running a campaign using Amazon O&O only. Their media planner suggests adding open internet supply. The brand asks: "Why would we add more supply sources if we're already reaching audiences on Amazon?" What is the best response?
- Adding open internet supply reaches audiences on premium publisher sites and apps that Amazon O&O can't access — expanding reach to audiences across the broader open internet
- Amazon O&O already reaches all relevant audiences, so adding open internet supply is only useful for very large budgets
- Open internet supply is cheaper than Amazon O&O, so adding it reduces overall campaign costs
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