GroupM Enhances Creator Content Amplification Capabilities Globally with Amazon Ads

Creator content and ad formats developed by The Goat Agency now available within the Amazon DSP and in Amazon Sponsored Brand placements.

New York, London, Singapore (October 17, 2023) — GroupM, WPP’s media investment group, today announced a global collaboration with Amazon Ads to introduce creator-led shoppable content to the Amazon advertising suite of services available to its clients. The collaboration gives GroupM clients the ability to amplify creator content within the Amazon DSP and in Amazon Sponsored Brand placements.

Developed by The Goat Agency and available exclusively to GroupM clients via Goat, the collaboration enables advertisers to drive commerce outcomes more effectively with audiences on Key features of these exclusive bespoke formats available to clients include:

  • Off-site DSP amplification: The Goat Agency’s proprietary creator ad format—now further enhanced by Amazon’s expansive insights—will be enabled across the Amazon DSP in every market where it’s available.
  • Sponsored Brands integration: Sponsored Brands, an “above the fold” ad placement, will now feature creator content developed by The Goat Agency, exclusive to clients of GroupM and Goat. Complimenting Amazon DSP off-site amplification, the ad experience continues the journey onsite with the same influencer-led creative driving further engagement and sales for brands. This integration will allow creator content and Amazon sponsored ads capabilities to be paired, connecting content and advertising capabilities in retail media.
  • Advanced programmatic creative optimization: Insights from campaigns run with Amazon Ads will be used to cyclically inform The Goat Agency’s custom creative and sharpen audience targeting. Combining Goat’s expertise and Amazon Ads Audience targeting, clients will benefit from improved commercial outcomes by aligning creator content with the audiences most likely to convert by content type across both display and video formats.
  • Product Pages & Brand Store Enhancement: The collaboration will also mean creator content can be uploaded onto Product Pages and Brand Stores, increasing conversion rates and helping to turn Brand Pages on Amazon into “inspiration hubs” for consumers.

Samantha Bukowski, Global Head of Commerce, GroupM Nexus said: “The development of this new capability is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of GroupM Nexus’s commerce capabilities. We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.”

Amy Armstrong, Director Global Customer Development Amazon Ads said: “We are excited to see how GroupM leverages this new ability to deliver creator content directly in the shopping experience and the benefit it will have for our mutual customers. GroupM is a valued customer of Amazon Ads, and we look forward to collaborating with them on innovative projects like this in the future.”

“Beyond our proprietary style of content, one of Goat’s most significant points of differentiation is the ability to deliver high-rigor performance and guaranteed outcomes to clients through creator marketing,” said Dafydd Woodward, Global Chief Operating Officer, The Goat Agency. “Our collaboration with Amazon Ads is a natural fit that is already delivering performance improvements on client campaigns across multiple markets.”

Nilam Atodaria, Global Product Director at The Goat Agency added: “Teaming up with Amazon Ads creates valuable opportunities for clients looking to activate creator-led campaigns in a performance-centric way. This collaboration allows us to deliver greater value for our clients by deploying more engaging and intelligent campaigns that drive measurable business outcomes. This unique combination brings an alternative version of Social Commerce, one which puts consumers and their shopping habits at the heart of product development.”


About GroupM, GroupM Nexus and Goat

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and mSix&Partners, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business. Discover more at

GroupM Nexus is the industry’s largest community of performance marketing experts designed to drive performance and innovation at scale for GroupM’s agencies and clients. With the most platform accreditations in the industry combined with proprietary technology, media, and solutions, culture of continuous innovation and scaled partnerships, GroupM Nexus consistently sets new benchmarks for effectiveness and efficiency across all forms of media to drive growth for the world’s leading advertisers.

Part of GroupM Nexus since 2023, The Goat Agency (Goat) is a global award-winning agency delivering niche content, to niche audiences, at scale. The company works with leading brands to drive competitive advantage and digital transformation using influencers as a performance media channel. Since 2015, Goat has worked with, retained, and scaled some of the world’s most exciting brands, delivering social and influencer campaigns in over 70 countries and 28 languages. Today, Goat represents more than 350 employees working across 35 local markets, distributing influencer content across all media channels, delivering market leading awareness and consideration campaigns, and driving commerce results for clients.

Media Contact

Jared Baiman
Associate Director, Global Communications
[email protected]