Connected TV is leaving behind its reputation as an awareness-only vehicle as media buyers pair deterministic LinkedIn professional data with Amazon DSP supply to convert high-intent viewers directly on the glass.
Monks' North American digital investment lead Tom Burchill breaks down the media planning behind Quicken’s 80% cost reduction and details how Amazon Marketing Cloud unlocks real-time audience portability.
📺 You don't have to sell physical goods on Amazon to benefit from Amazon DSP—B2B and software brands can tap its streaming inventory and purchase data to reach premium viewers on and off the platform.
🎯 Stacking LinkedIn job roles on top of Amazon buying habits gives you verified, deterministic user profiles instead of relying on fuzzy modeled guesswork.
⚖️ When you're chasing niche job titles on streaming TV, open up your inventory controls to as many premium publishers as possible or your campaign will starve for reach.
📉 Taking an audience profile you've already vetted elsewhere and dropping it into clean first-party streaming environments pays off fast—Quicken slashed its cost per visit by 80% out of the gate.
🔗 IP matching has largely replaced the old TV attribution guessing game by directly tying living-room screen exposure to concrete web actions and conversions.
🧪 Treat your initial run like a controlled lab experiment to establish clean benchmarks before handing the reins over to automated machine-learning optimization.
🔗 Tom Burchill on LinkedIn
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00:00 Intro
1:41 Amazon DSP opportunities for non-endemic advertisers
3:18 TV targeting technology is advancing, but scale remains essential
5:51 Quicken combines LinkedIn and Amazon data in CTV
7:58 Deterministic identity signals strengthen audience activation
9:52 Identity resolution supports customer understanding and prospecting
10:29 Balancing in-market targets with lookalike models
11:34 Controlled testing now, automated optimization next
12:58 Streaming TV evolves from awareness medium to performance channel
14:25 Amazon Marketing Cloud enables portable, actionable audience insights