It changes what you can optimize. When Sponsored Ads and DSP are managed in separate interfaces with separate reporting, you can't see how they interact — where DSP is building the audience that Sponsored Products converts, where you're paying twice for the same shopper across formats, or where a DSP audience exclusion would improve your Sponsored efficiency. Media Hub makes the relationship between formats visible so you can optimize the full media mix rather than each format in isolation.

AMC connection is part of the Media Hub onboarding process — we configure the AMC instance, build the standard query library for incrementality measurement and path-to-purchase analysis, and integrate the outputs into your Media Hub dashboard. You don't need to manage AMC separately or have a data team capable of writing SQL queries — the analytical layer is built in.

ROAS measures efficiency; incrementality measures impact. A campaign with a strong ROAS might be efficiently capturing sales that would have happened anyway — branded search, for example, typically shows excellent ROAS because the consumer was already going to buy. Incrementality measurement tells you which campaigns are actually changing purchase behavior rather than taking credit for it. For media teams optimizing toward business growth rather than dashboard metrics, incrementality is the more useful signal.

Media Hub is integrated into Front Row's managed service model — it's the platform our media team uses to manage and optimize your Amazon advertising, not a standalone tool. The value comes from the combination of the platform and the team operating it. If you're evaluating Front Row as a media management partner, Media Hub is part of what's powering the service.