A major strategic move has been disclosed by Amaze Holdings, Inc., which could potentially change the way brands and marketers reach out for and optimize advertisements, and that is the launch of the company’s own programmatic demand-side platform, or the DSP, which has been fully integrated within the Amaze technology suite.
Amaze, which is most well-known as an e-commerce and commerce infrastructure service particularly created for creators, is also expanding its services in the field of media buying, especially advertising tech, thereby generating potential revenue opportunities for itself and its brand partners alike, with advanced levels of programmatic advertising included in its core stack.
What Is the New Programmatic Platform?
The newly launched DSP is an in-house advertising system that can be employed to streamline media buying across various media channels, including audio, connected TV, broadcast, digital out-of-home, programmatic advertising, and more. With the in-house advertising system directly built into Amaze’s creator commerce and audiences system, Amaze can seek to take advantage of the rich creator and fan data it has access to.
According to Amaze CEO Aaron Day, bringing the DSP in-house is a strategic step that “unifies audience intelligence, media activation, and monetization across our platform while building a scalable engine that drives performance for our brand partners.”
In practical terms, this platform gives Amaze and its partners greater control over where, how, and to whom ad dollars are spent — eliminating the need to rely on third-party ad buyers and enabling tighter integration between data and media execution. It also positions the company to benefit financially as the DSP becomes a revenue driver beyond its core creator commerce offerings.
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Why This Matters for the B2B Marketing and Advertising Industry
Although Amaze’s founder has his background in service commerce and e-commerce enablement, this new foray by them into programmatic advertising is significant to marketers and agencies and B2B marketers interested in utilizing today’s digital media landscape.
Enhanced Data-Driven Targeting for Performance-Oriented Campaigns
One of the largest challenges facing programmatic advertising is contingent upon data availability and accuracy. Many B2B organizations are struggling to leverage unique first-party signals and execute effective media due to a high degree of process fragmentation.
The goal of DSP’s media buying is to fill that void and connect media buying with sophisticated audience sets that are made possible owing to its own ecosystem, such as behavioral insights from millions of creators and their fans. For a brand, this means that using real data allows for efficiency in the delivery of campaigns and the optimization of performance outcomes.
This is particularly pertinent for B2B marketers, where there exists an opportunity for an increased ROI on programmatic efforts, given the ability to target very specific segments via real-time audience intelligence, rather than assuming broad demographics. The ability to act on very specific segments, such as interest groups or purchasing behaviors, is an incremental step beyond cookie targeting itself.
Expanded Access Across High-Value Channels
While the Amaze DSP isn’t solely for display and social ads, this expansion into audio, CTV, broadcast, and DOOH provides the B2B advertiser even more channels by which to target their niche audiences of professionals, which has long been difficult to effectively access for such types of ad campaigns.
For instance, CTV and audio inventory often deliver higher engagement among business decision-makers and executives who consume long-form video and podcasts — key touchpoints for brand prestige campaigns or thought leadership initiatives. By opening these channels programmatically through its platform, Amaze could make high-impact placements more accessible and measurable for B2B marketers.
New Media Revenue Opportunities for Agencies and Partners
By offering DSP capabilities to brand partners, Amaze is also positioning itself as more than a commerce platform — it’s becoming a media activation partner. This shift could provide agency partners and independent brands with a managed programmatic infrastructure that they can tap into without the need for extensive internal tooling or expensive ad tech contracts.
This is particularly relevant for smaller and mid-market B2B companies that often lack the scale to justify custom programmatic solutions but still want data-backed precision and cross-channel reach. A unified platform could reduce barriers and make strategic ad buying more accessible.
Strategic and Operational Impacts for Businesses
The implications of Amaze’s move extend beyond advertising alone:
- Integrated Marketing Technology: B2B marketers increasingly want platforms that unify data, automation, and activation. By combining commerce data with media buying, Amaze accelerates the trend toward holistic marketing stacks that support smarter decision-making and measurable impact.
- Performance Visibility: The new DSP promises greater transparency into campaign performance — enabling organizations to see not just where ads run, but how audiences respond, across multiple media formats. This clarity can shorten campaign optimization cycles and improve budget allocation.
- Monetization Levers for Creators and Brands: Amaze’s economic model puts creators and their audiences at the center, but the DSP adds new commercial levers for brands and partners to monetize engagement more effectively – particularly through managed campaign opportunities and audience insights.
Looking Ahead: A Broader Shift in Advertising Strategy
“Amaze’s development and launch of a proprietary programmatic platform represents a significant change in the media landscape. In fact, programmatic execution and data intelligence are merging in a way that puts a focus back on a unifying strategy across media channels, versus a media-centric approach taken in a siloed environment.” This trend represents a major development for B2B marketers as they consider a future campaign with access to sophisticated targeting options and a range of media channels in one environment.
This is especially true for brands that are in constant pursuit of deeper engagement and impact in the digital world, and solutions like Amaze’s DSP based on first-party datasets and creator ecosystems appear to provide a potential edge for competition. Whether this new model will become the norm for B2B advertising will only remain to be seen, though its momentum certainly has been significant.