APS Summit: AI Assistant & OpenRTB Signal IQ Expansion

Amazon Publisher Services announced six new capabilities at its annual APS Summit. These updates cover signal measurement, mobile demand, AI-assisted analytics, shopping-intent deals, interactive video, and mid-funnel campaign planning. What's interesting is that Signal IQ, a tool for measuring the revenue impact of audience identifiers, is expanding. It will now cover the full range of OpenRTB signals that publishers pass in their ad requests. This means publishers can measure how bidders value signals like site category and video parameters. This rollout happens in two phases. A new signal coverage report is available today, showing how often publishers are passing each key signal and identifying gaps. This summer, these signals will run through Signal IQ's A/B testing framework to project revenue lift in dollar terms. The bottom line: publishers will gain much more visibility into how technical fields in their bid requests affect demand and revenue.