Amazon wants to take on OTT heavyweights like Roku for advertising dollars. Here's the pitch deck it's using to sell marketers video ads.

Data and new ad formats are key in Amazon's pitch.

Similar to other OTT companies, Amazon is leaning into cord-cutting stats.

Amazon is opening more ad inventory within Fire TV.

Data from Simmons Research shows Fire TV's popularity.

Amazon says that consumers do more than shop on its site.

Amazon is pitching its video viewers as high-income consumers.

Amazon is aiming at YouTube by promoting brand safety and non-skippable ads.

A study with Nielsen shows that Amazon's ads meet industry watchdog Media Rating Council's viewability requirements.

Amazon sells its own ads within FreeDive.

Amazon is selling advertisers on its shopper data.

Amazon's data claims to cover nearly all of advertisers' needs.

Amazon steers advertisers away from TV demographics.

Amazon has a beta program called ad-attributed search that measures if an ad results in more searches on its website.

Amazon rolled out a metric called "new to brand" in January that tracks brands that consumers buy in a one-year time frame. Placements within streams of NFL Thursday Night Football games are primarily reserved for big brands, according to a source.

Amazon pitches all of its ad formats together to underscore the scale of its platform.

In addition to data, Amazon also plays up premium content and cross-screen viewing.

Examples of Amazon's audiences include "premium cable channels." The company has also worked with Millward Brown to run brand-lift studies for advertisers.

More than 7 billion hours of Fire TV content was streamed during the fourth quarter, according to Amazon.