Core Insights - NIQ and Amazon Marketing Cloud (AMC) have partnered to analyze the effectiveness of cross-platform advertising in Italy, focusing on the impact of ads across linear TV and Amazon Ads [1][2] - The collaboration aims to provide advertisers with actionable insights into ad performance across various platforms, enhancing their campaign strategies and sales outcomes [2][4] Collaboration Details - The research utilizes high-quality data from Sinottica®, a consumer panel in Italy, combined with data from Amazon Marketing Cloud, including sources like Amazon DSP and Sponsored Ads [2][7] - This approach allows for a comprehensive understanding of how ad exposure influences consumer behavior on Amazon [2][4] Strategic Initiative - The project is part of AMC's Global Strategic Initiative, which aims to create scalable and privacy-safe advertising solutions for brands and agencies globally [3] Key Research Questions - The studies will address critical questions such as the reach of linear TV versus Amazon digital ads, audience composition across platforms, and the correlation between ad exposure and product purchases on Amazon [6][4]