Amazon just widened its data edge in CTV by linking its shopping and browsing signals to Netflix and by tapping LinkedIn’s professional profiles for streaming ads. Since mid-April in the US and mid-May in the UK, Amazon Audiences can target Netflix viewers based on what they’ve bought or browsed on Amazon. That means you could spot someone hunting running shoes on Amazon and serve them a Netflix spot in their living room. Measurement still lags—impression data from Netflix isn’t in the Amazon Marketing Cloud yet—but once it flows, brands will trace viewers’ journeys from stream to sale just as they do inside Amazon’s own sites. On the opposite front, Amazon DSP now pulls in LinkedIn’s data—job titles, seniority, industry—to reach B2B audiences on CTV. Live in the US and coming to the UK, this lets advertisers serve high-attention, big-screen ads directly at senior decision-makers without guessing job roles from third-party cookies. Until now, professional targeting at scale on CTV didn’t exist. When it goes live here, B2B buyers gain a premium channel for campaigns they couldn’t run before. If you don’t sell through Amazon, the closed-loop measurement appeal drops—you’ll need third-party attribution tools or clean rooms. The Netflix buy is strong on targeting precision and environment quality, not on immediate purchase tracking. And UK brands should weigh current measurement limits before diving in. But for those already using AMC, the promise of full-funnel insights—once Netflix data feeds in—looks hard to ignore. Early EMEA tests of Amazon Audiences on Netflix show solid scale. Next up: proving that CTV exposures really drive add-to-carts and purchases inside Amazon. And when LinkedIn’s layer arrives here, expect a rush of B2B streaming buys. The real choice in 2026 isn’t CTV versus TV—it’s which data set you tap under the hood.