Four years after Disney+’s debut set off the subscription-based streaming war, the introduction of Amazon Prime Video’s ads tier in 2024 heralds the ad-supported streaming war. And ad buyers are hopeful that the heightened competition on the sell side leads to product development and lower prices, with advertisers’ intensifying budget volatility looming as an X factor.

“We’re excited for Prime Video,” said Stacey Stewart, U.S. chief marketplace officer at UM Worldwide, whose parent organization IPG Mediabrands signed a three-year deal with Amazon to advertise on Prime Video. “Any ways that we can diversify the landscape is a good thing.”

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