Less than a week after its parent company unveiled a partnership with Snap, Wavemaker has begun working with Amazon to bring unique data about audiences on the platform to the agency’s own planning data.

Amazon’s Overlapping Audience API surfaces 30 other audience groupings that have strong overlap with a planner’s existing audience, suggesting them for potential ad targeting and providing greater understanding of how a buyer or brand’s target audience relates to other potential audiences on Amazon.

Through the new partnership, that data will now be available directly in Wavemaker’s in-house Provocative Planning platform.

Wavemaker, like many agencies, has been making efforts to stay on top of behaviours that have accelerated during the pandemic. Mudit Jaju, the agency’s global head of ecommerce, says the collaboration with Amazon can further optimize campaigns run through the company and drive further growth.

The “provocative planning” approach, adopted last year, is meant to be modular and responsive to the new opportunities it identifies for clients, as opposed to a linear approach. In February, it added Maximize, which uses AI to offer end-to-end planning for fragmented and multi-platform audiences, to the platform.

This is the second partnership Wavemaker and its parent company WPP have established with a major tech company in as many weeks.

Last week, WPP and Snap partnered on The AR Lab, integrating the social media company’s augmented reality technology with WPP’s capabilities across media, creative and commerce. The partnership is especially focused on shoppability, ecommerce and using AR to drive to purchase and business results: it gives agencies and clients end-to-end access to Snap’s technology from production to measurement, and will also include collaborations on new products and tech to serve client goals.