An advertiser is planning a new Streaming TV campaign and wants to build audience strategies using entertainment viewership preferences. Which tool should they use during the Plan phase?

Amazon Marketing Cloud (AMC) is the correct tool because it allows advertisers to analyze aggregated and anonymized audience signals, including entertainment viewership data from Amazon-owned properties like Prime Video, Twitch, and IMDb. This enables the advertiser to build nuanced audience strategies based on actual viewing preferences during the planning phase. Report Builder is used for reviewing past campaign performance, not for building new audience strategies with granular viewership data. Complete TV is a campaign activation platform, not a planning tool for audience analysis.