04:43 AM EST, 11/21/2025 (MT Newswires) -- Amazon.com's ( AMZN ) Amazon Marketing Cloud and data analytics firm NIQ unveiled a partnership to measure the effectiveness and incremental reach of cross-platform advertising in Italy.

The move is designed to analyze how well advertising platforms on traditional TV and Amazon's ( AMZN ) digital/streaming advertising platforms, according to a statement Friday.

The collaboration will also help gain "actionable" insights into the relative performance of ad placements across digital, linear TV and streaming environments, including how each influences purchases on Amazon's ( AMZN ) e-commerce platforms.