Amazon is making changes to its marketing cloud—a data clean room—and releasing new ad products as it opens its unBoxed event in New York on Wednesday.

The e-commerce giant is hosting a three-day marketer event that will showcase its growing roster of data services, which advertisers use to analyze campaigns. Amazon also is showing off new ad offerings, including an expansion of “sponsored display” ads, which will soon open to brands that don’t sell within Amazon’s online store. That means brands, outside of Amazon sellers, could run sponsored display ads on Amazon.com.

The new sponsored display ads, from outside brands, will first appear on Twitch, before being available for placement on Amazon.com, according to Alan Moss, VP of global advertising sales at Amazon Ads. The update was made for brands in “verticals that aren’t available on Amazon, like restaurants or hotels,” Moss said.

Amazon also made an ad unit called “rewarded sponsored display” ads, which are ads that promote offers, like a coupon. Moss said that marketers would be able to buy rewarded sponsored display ads on a cost-per-click basis, which means they pay only when the ad induces a click. Rewarded display ads are reserved for Amazon sellers. There have been other types of ads, with reward offers, available to brands off of Amazon that appear in inventory in places like Fire TV and Twitch—just not on Amazon.com.

Amazon announced the series of ad tech updates, new ad formats, and automation services, as it tries to build up its self-serve ad platform. The updates were meant to make it easier for any marketer to set campaigns and take advantage of Amazon’s data and machine learning. Amazon is becoming a more established player within marketing budgets, catering to sellers on its sites and to brands that use its demand-side platform to run ads across the web.

Also, Amazon Marketing Cloud, which only officially launched last year, is being developed as a place for brands to play with data, which Amazon has in abundance. Brands can bring their own data into the cloud, which they use to analyze ad campaigns and to plan future campaigns. Amazon’s Marketing Cloud is similar to Google’s Ads Data Hub, and it is among a growing class of “clean rooms” cropping up in the ad industry. Clean rooms are being deployed so brands and publishers, whether it's Amazon or Disney or others, can match data sets without technically revealing sensitive data to the other party.

Related: Data clean room talk gets heated at Advertising Week

Amazon’s ad ecosystem has become a giant, growing 18% year over year in the second quarter to $8.76 billion. Amazon unBoxed is an event for agencies, brands, media and marketing partners to keep up with the latest changes.

One of those changes is a new way to use Amazon Marketing Cloud, according to Keerat Sharma, director of Amazon Marketing Cloud and ad tech solutions. Sharma said brands can bring in more signals—data about sponsored display campaigns and other insights—in order to measure campaign performance.

“CPG products that may have their own direct-to-customer sites, they’re able to bring in their direct-to-customer signals,” Sharma said.

The brands bring data into Amazon Marketing Cloud, including impressions, clicks and conversions detected on their websites, and they use that to study their campaigns and plan future ones. “Advertisers want to act on the insights that they’re getting from Amazon Marketing Cloud,” Sharma said.

Another update includes the ability to target ad audiences on Amazon DSP, the demand side platform, using insights from Amazon Marketing Cloud, Sharma said. This will “allow for increased customization based on campaign goals and the ease of pushing these audiences directly into Amazon DSP,” Amazon’s announcement said on Wednesday, ahead of unBoxed.

Amazon also is promoting its marketing partner program, with e-commerce agencies such as Pacvue, which will have new services around the marketing cloud.

Amazon is expanding its retail media network into the real world, too, by incorporating out-of-home ads into its DSP. Advertisers will be able to buy screen space in stores, like Amazon Fresh, through managed services, and not part of the self-serve ads system, yet, Amazon announced.

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CORRECTION: Amazon’s “rewarded sponsored display ads” are a new type of ad, for Amazon sellers to promote coupon-like offers on Amazon.com. Another version of rewards ads had already been available to run in places like Fire TV and Twitch, and those are open to brands that don’t sell on Amazon. Also, out-of-home ads that will appear on screens in stores like Amazon Fresh are available through managed services from Amazon’s ads team. An earlier version of this story mischaracterized the ad updates.