Amazon's APS welcomes inclusion of Melbourne startup Vudoo

Amazon has announced the inclusion of Melbourne-based adtech startup Vudoo into its Publisher Services Connections Marketplace.

Vudoo is now one of the initial providers of commerce content solutions on the Amazon Publisher Services (APS) platform. This development offers publishers enhanced opportunities to monetise their content by transforming creative assets into interactive, shoppable experiences.

By utilising real-time shopping data, publishers can increase engagement and sales, thus enhancing the appeal of their sites to potential advertisers.

Vudoo's entry into the APS Connections Marketplace follows a strategic move last year to join the AWS Partner Network, which allowed Amazon Web Services partners worldwide access to Vudoo's in-stream checkout technology.

Nick Morgan, Founder and CEO of Vudoo, commented on the significance of this development, stating, "Being listed on the Amazon Publisher Services Connections Marketplace is a pivotal moment for Vudoo. It puts us right where we need to be: in the hands of the world's leading publishers at the intersection of content, commerce, and performance."

"Consumers today don't want to click through a maze to buy — they want immediacy, and publishers with premium environments are perfectly placed to deliver it. Our integration empowers them to activate new revenue streams through immersive, commerce-enabled ad experiences that close the loop from inspiration to transaction. It's a game-changer not just for monetisation, but for how we think about the future of advertising."

Vudoo provides a suite of solutions aimed at empowering publishers and retail media networks.

These solutions aim to transform passive viewers into buyers by shortening the path to purchase with commerce-enabled ads and keeping audiences on-site through innovative commerce media tools. Moreover, these tools allow for closed-loop attribution, enhancing user engagement, and activating full-funnel growth, thereby driving awareness to purchase within a single high-performing creative environment.

The technology also utilises intent data and commerce signals to refine targeting, optimise creative efforts, and improve bidding strategies. It allows for the monetisation of video and display advertising, attracting advertising revenue with commerce-ready formats.

The integration of interactive commerce features such as 'buy now' buttons, product catalogues, and checkout options aim to enhance the advertising experience further.

Vudoo's solution facilitates seamless eCommerce integration, connecting with platforms like Shopify, Magento, and Salesforce Commerce Cloud, as well as payment gateways including Stripe, Adyen, Braintree, and Cybersource through a headless commerce API.

These capabilities assist in tracking commerce signals and understanding user behaviour by analysing product selections, add-to-carts, and abandoned carts.

Finally, these features are designed to improve retargeting capabilities by identifying high-intent users for optimised, personalised advertising campaigns, while enabling commerce interactions across various media formats.

Research presented by KANTAR highlights that 81% of consumers find product discovery and shopping easier with commerce-enabled advertisements.

This configuration is said to streamline the purchase path, capture valuable intent and commerce data, and provide closed-loop attribution, potentially resulting in more impactful ad campaigns.