The promise of data collaboration has been foundational to the rise of commerce media. Nowhere is this more evident than in Streaming TV advertising. Hundreds of millions of logged-in viewers create an unprecedented addressable identity layer. This sense of identity forms a building block for collaboration with brands’ first-party and retail data that unlocks endless possibilities for audience enrichment and measurement of outcomes. It is a marketer’s dream. But today, it is just that - a dream.

Each week, large streamers and commerce media networks announce new partnerships that espouse this very dream. Yet if you remove the noise and dig into the reality, it is easy to learn many of these announcements are mere slivers of their true potential. Yes, the potential is vast and exciting but it is still so early in the adoption curve. At Gigi, we see a profound opportunity to turn these dreams into realities.

For us, this all starts with Amazon. The Amazon DSP, Amazon’s clean room - Amazon Marketing Cloud, and Amazon’s Streaming TV properties present a petri dish for ad tech innovation. No collection of assets bring as much rich first-party purchasing signals, ad tech maturity, and reach. When Amazon turned ads on by default on Prime Video earlier this year, marketers initially gushed at this newfound opportunity. They were unfortunately met with barriers to adoption.

These barriers are most often met by the single person who can extract the most insights from a Streaming TV campaign - the media manager at an agency or brand. Media managers are limited by the technical barriers presented by clean rooms. Not only is SQL knowledge table stakes but knowing what to query is just as critical. We’ve seen countless examples of marketers barely using Amazon Marketing Cloud to measure the effectiveness of their Streaming TV campaigns because of the operational cost of doing so. They have, in turn, under-invested in this powerful channel for both brand growth and sales performance. We sought to change that.

At Gigi, we’ve obfuscated the paradigm of SQL queries entirely and have created a UI layer that sits on top of Amazon Marketing Cloud and the Amazon DSP. We are unifying the once bifurcated insights from ADSP and AMC and have harmonized these two products into a single workflow to allow marketers to plan, buy, and measure their Streaming TV campaigns. We actually believe that a media manager shouldn’t even know if a metric or an audience is out of the box from the DSP, or a complex SQL query from AMC.

Marketers should also be able to do all this with their own first-party data with as much ease. For example, Shopify merchants can authenticate their Shopify accounts with a single click to create an encrypted and secure continuous data pipeline into Amazon Marketing Cloud. With this data at their fingertips, they can co-mingle their own commerce data with Amazon’s to create richer audiences and deterministic omnichannel reporting across both channels.

We’re incredibly excited to bring Gigi to the world. We have so much work to do and are only getting started.

- The Gigi Founders