By Joanna Gerber

The garden walls might finally be tumbling down – or at least showing some cracks.

And that’s a refreshing change, according to Keurig Dr Pepper, which is taking advantage of a new server-to-server integration between Amazon and AI-powered ad platform Clinch.

The integration, announced on Thursday, marks the first time a third-party ad solution has been able to serve ads to Amazon custom audiences.

Through a direct server connection with a third-party platform like Clinch, Amazon can boost usage of its DSP and attract more advertiser spend without giving up control of its data.

Clinch’s clients, including Keurig Dr Pepper, can now reach Amazon audiences not just on Amazon’s own properties but on any publisher who sells via Amazon DSP, including Disney, ESPN and NBC.