‘Brands and agencies must adapt to leverage these advancements’: Amazon and Yahoo go large and local at 2025 upfronts

Yahoo and Amazon presented their wares on Wednesday as part of the 2025 Upfront season, and both companies were keen to showcase the might of their global reach, while insisting they can get granular with their latest data and advertising offerings.

We asked the industry if what the tech giants are bringing to the table stack up against their local rivals.

Amazon Upfronts

Paula Lopes, digital director, Avenue C