Scaling Incremental Media Reach, Consideration, and Sales by Unifying 1st Party data with Amazon native signals

The context

Hill’s Pet Nutrition, a category leader in science-led pet health, invests heavily across Connected TV and Audio to reach shoppers close to purchase. However, operating across multiple Demand-Side Platforms (DSPs) created data silos:

Fragmented Media Visibility: Lacking a unified view across National and Retail media made it difficult to measure true incremental reach or optimize cross-channel budget allocation.
Disconnected Offline Data: Rich offline customer signals – including Hill’s proprietary 1P customer segments and US pet owners AnalyticsIQ database (licensed by Hill’s) – sat outside of their Amazon advertising strategy.

The objective was clear for Hill’s:

connect these fragmented datasets,
eliminate audience overlap,
and reach high-intent pet owners at scale.

The solution

As Hill’s data strategy and analytics partner, Numberly designed a comprehensive data integration and activation strategy leveraging Amazon Marketing Cloud (AMC) and Amazon Ads:

Cross-DSP Signal Reconciliation: Numberly helped Hill’s match its own 1P ad exposure signals from other DSP media against Amazon audience insights within AMC, creating a unified, cross-channel view of reach and identifying which audiences had already been exposed to Hill’s messaging nationally.
Offline & 1P Data Enrichment: The team expanded audience knowledge by bringing into AMC Hill’s own customer identification signals and the AnalyticsIQ pet-owner database (a licensed dataset providing socio-demographic and pet ownership information for consumers across the United States).
Custom AMC Querying & Activation: Using tailored SQL queries in AMC, Numberly built high-precision audience segments that were activated through Amazon DSP across Display, Online Video, and CTV.

The results

The comparison revealed that crossing Hill’s first-party signals with Amazon’s signals sharpened display targeting. Campaigns using the combined first-party and Amazon signal approach outperformed on key upper-funnel engagement metrics on Display:

Beyond display engagement, the broader overlap analysis of campaigns with and without first-party signals showed: