Amazon Ads Operation Enters the 'AI-First' Era. MBK Digital Announces Latest Updates for Quartile
MBK Digital announced major updates to the Amazon Ads AI optimization platform 'Quartile'. The update enhances capabilities for streaming TV ads and B2B sectors, enabling advanced automated ad operations to maximize sales and LTV.
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- 📰 Published: April 6, 2026 at 22:00
- 🔍 Collected: April 6, 2026 at 13:30
- 🤖 AI Analyzed: April 21, 2026 at 04:04 (350h 34m after Collected)
MBK Digital Co., Ltd. (hereinafter 'MBK Digital', a 100% subsidiary of Mitsui & Co.), which supports corporate data-driven marketing, has announced the latest updates for 'Quartile', the Amazon Ads AI optimization platform they have been exclusively selling in the Japanese market since February 2024. With this update, along with enhanced support for streaming TV video ads and the Amazon Business (B2B) area in Amazon Ads, it becomes possible to achieve more advanced automation of ad operations, sales maximization, and the maximization of Customer Lifetime Value (LTV).
## Background
In recent years, Amazon Ads has evolved from operations centered on search-linked ads to a complex ad platform that includes streaming TV and B2B areas. With the spread of connected TVs, the delivery of video ads on TV devices is expanding, and the touchpoints between advertisers and consumers via video ads are widening. As a result, an environment is being prepared where everything from awareness (video), search (comparison), purchase (conversion), to repeat (LTV maximization) can be completed. In Amazon Ads as well, we are entering a phase where results are greatly influenced not simply by operational skill, but by data volume, optimization speed, and full-funnel design. Especially as search and purchase data become more sophisticated, growth opportunities that cannot be captured by manual operation alone are rapidly increasing. On the other hand, for Japanese brand companies, issues such as the burden of dealing with diverse ad formats, the difficulty of separating B2C and B2B strategies, the personalization of operations, and the increase in man-hours are becoming apparent. To respond to these environmental changes, comprehensive and highly accurate ad optimization by AI is indispensable.
## Update Details
Quartile is a platform that maximizes sales by having AI automatically optimize ad structures, bids, and keywords in the retail media area, centered on Amazon Ads. By utilizing a hybrid operation of AI x Human, ultra-granular optimization per SKU/keyword, and billions of dollars in annual global ad data, it significantly advances conventional operations. The main updates to Quartile this time are as follows:
## Enhanced Support for Full-Funnel Strategies
Among Amazon Ads, the greatest feature of Prime Video is that 'viewing data x purchase data' are connected; because it can integrate who is watching what and what that person is buying, 'video ads that lead to sales' can be realized. In U.S. case studies supported by Quartile, it has been confirmed that advertisers utilizing streaming TV ads such as Prime Video have increased new customers (New-to-Brand) and, by linking with search ads, maintained or improved conversion efficiency. In this way, we promote a full-funnel strategy of 'creating demand with video and acquiring customers with search'.
## Background
In recent years, Amazon Ads has evolved from operations centered on search-linked ads to a complex ad platform that includes streaming TV and B2B areas. With the spread of connected TVs, the delivery of video ads on TV devices is expanding, and the touchpoints between advertisers and consumers via video ads are widening. As a result, an environment is being prepared where everything from awareness (video), search (comparison), purchase (conversion), to repeat (LTV maximization) can be completed. In Amazon Ads as well, we are entering a phase where results are greatly influenced not simply by operational skill, but by data volume, optimization speed, and full-funnel design. Especially as search and purchase data become more sophisticated, growth opportunities that cannot be captured by manual operation alone are rapidly increasing. On the other hand, for Japanese brand companies, issues such as the burden of dealing with diverse ad formats, the difficulty of separating B2C and B2B strategies, the personalization of operations, and the increase in man-hours are becoming apparent. To respond to these environmental changes, comprehensive and highly accurate ad optimization by AI is indispensable.
## Update Details
Quartile is a platform that maximizes sales by having AI automatically optimize ad structures, bids, and keywords in the retail media area, centered on Amazon Ads. By utilizing a hybrid operation of AI x Human, ultra-granular optimization per SKU/keyword, and billions of dollars in annual global ad data, it significantly advances conventional operations. The main updates to Quartile this time are as follows:
## Enhanced Support for Full-Funnel Strategies
Among Amazon Ads, the greatest feature of Prime Video is that 'viewing data x purchase data' are connected; because it can integrate who is watching what and what that person is buying, 'video ads that lead to sales' can be realized. In U.S. case studies supported by Quartile, it has been confirmed that advertisers utilizing streaming TV ads such as Prime Video have increased new customers (New-to-Brand) and, by linking with search ads, maintained or improved conversion efficiency. In this way, we promote a full-funnel strategy of 'creating demand with video and acquiring customers with search'.