Amazon’s Media Empire Quietly Taps Outside Ad Sales Help

Amazon has been pitching its advertising business as an “everything store” for media—where brands can buy ads that run on everything from Thursday Night Football and streaming site Twitch to media it does not own, like Netflix and Spotify.

Despite that united front, behind the scenes the company has been relying on an increasing number of outside firms to help sell ads in parts of its sprawling global media business.

In the past year, Amazon has enlisted at least two new advertising technology firms to sell some ad spots on Twitch, according to two people involved in the conversations.

One of those firms is working to sell Twitch’s ad inventory internationally, one of the people said.