Full Funnel Only Counts If You Can Prove It: In The Know with Amazon Ads’ Kristina Ciampi

In the Know is a series that spotlights industry leaders sharing the ideas, strategies, and real-world insights driving meaningful impact in market. InMarket sat down with Kristina Ciampi, Amazon Ads’ Senior Manager of 3P Measurement Program, at Cannes 2026 to talk about what durable measurement actually requires: signal quality over speed, proof over proxy metrics, and a full-funnel view that has to be earned before it can be claimed. These key themes stood out.

Speed is not the same thing as signal.

The instinct at Cannes this year was to talk about AI in terms of speed: faster testing, faster optimization, faster everything. Kristina’s read on what marketers are missing pushed back against that instinct.

With automation and AI, everyone is racing to optimize and move faster than ever before. But what they might be overlooking is the underlying signal and its quality. You want that foundation to be really durable, using authenticated signals, so you’re not having to rely on optimization and making decisions that aren’t based on reality.

It’s a consideration that gets more urgent as AI takes on more of the deciding: a model is only as trustworthy as the data underneath it, and durable, authenticated signal is what keeps that decision-making tethered to what’s actually happening.

Depth and breadth decide who gets to call it an outcome.

For Kristina, closing the gap between the metrics marketers are comfortable with and the outcomes they’re actually chasing comes down to one thing: an authenticated graph that doesn’t have to trade precision for scale.

It’s who has that wide breadth and depth of signals that are authenticated and available. We have streaming, we have shopping, [and] all of these signals available through our authenticated graph, and then we work with partners like InMarket to bring those together and provide outcomes that are really strong, with high match rates and confidence.

That authenticated graph is what lets advertisers see how shoppers are actually driving business growth, not modeled proxies for it. And working with partners like InMarket extends that precision into third-party measurement across every KPI and ad type, so brands get proof they can act on, not just numbers to read.

AI’s job is to speed up judgment, not replace it.

Cannes has cycled through its AI talking points before, a novelty a few years ago, then a creative experiment. Kristina’s version of where things stand now was more grounded.

It’s been really interesting to see that evolution where AI was being used more as a brainstorming tool and a strategy, and now it’s really becoming core infrastructure. At Amazon, we have our Ads Agent, which is enabling advertisers to plan, activate, and launch their campaigns, and to measure and optimize conversationally.

The distinction she draws matters: tools like Amazon’s Ads Planner aren’t built to hand marketers an answer; they’re built to shrink the distance between an insight and an action, so decisions that used to take weeks can happen with the same rigor in days.

Full funnel and omnichannel only count if you can prove them.

Ask enough people in this industry what full-funnel or omnichannel measurement means, and the words start to sound like table stakes: everyone claims them, few can back them up. Kristina treats full-funnel measurement as essential for advertisers. 

Historically, advertisers had to choose between upper-funnel measurement and lower-funnel measurement, at best looking at two different metrics side by side. But how are you really looking at one person’s journey throughout everything? That’s something we’re able to do through our authenticated signal and graph—trillions of shopper, behavior, and streaming signals—to see one person’s journey from start to finish, and provide full-funnel outcomes, omnichannel, on Amazon and off Amazon. I think these are buzzwords, but we’re actually doing it. Not everyone can say that.

The proof, in her telling, is trillions of authenticated shopper, behavior, and streaming signals stitched into a single view of one person’s path, on Amazon and off. She circled back to the same idea in a closing rapid-fire round: asked for the industry’s most overused word, she named omnichannel outright; asked about her leadership style, she called herself a connector. Read together, the two answers make one point: connection has to be a discipline a team practices, not a claim a deck makes.

How that shows up in the work

Kristina’s team works with 50-plus measurement partners, including InMarket, to help advertisers measure any investment running through Amazon DSP, live sports, streaming, TV, and display, on and off Amazon, against any KPI, for any vertical or advertiser size, globally. It’s the same idea that ran through the whole conversation, just applied at scale: measurement is only useful if it can hold together end to end and answer for itself. That’s also the kind of proof InMarket’s Outcome Intelligence is built to deliver everywhere, not a stand-in for a real answer, but the real answer, fast enough for a brand to act on.

Watch the full conversation from Cannes 2026 here, and connect with our team to see how InMarket can help you build custom, outcome-driven measurement for your brand. Get in touch at InMarket.com/Contact.