Increasing ROAS with Contextual Targeting (beta) from Amazon Ads
A CPG brand saw a 20x increase in return on ad spend, compared to legacy marketing solutions, when leveraging our new Contextual Targeting product.
Technology and services
Amazon DSP
Delivering results through relevancy at scale, Amazon DSP is an omnichannel marketing solution that provides choice and flexibility to drive meaningful moments between brands and consumers.
Why Amazon DSP?
Amazon DSP stands out by prioritizing both reach and privacy. It leverages unique first-party data and AI to deliver impactful ads even without traditional identifiers, ensuring your campaigns remain effective in a changing landscape. Additionally, its AI-powered automation streamlines campaign management and empowers advertisers with transparent reporting for data-driven decision-making. By combining privacy-centric clean rooms with streamlined workflows, Amazon DSP offers a comprehensive solution that unlocks deeper audience insights and optimizes campaign performance.
What makes Amazon DSP different?
Premium supply
Reach relevant customers across the largest supply of premium, ad-supported content wherever they’re spending their time across Amazon-exclusive properties like Prime Video, or across third-party supply through our direct integrations with publishers and leading supply-side platforms.
Unique audience signals
Gain a better understanding of your audience and the best strategy to reach them with our unique signals powered by our expansive browsing, shopping, and streaming insights. Through our propriety approach to deterministic and modeled audiences, Amazon DSP helps advertisers reach qualified users without relying on traditional ad identifiers.
AI-powered optimization
Maximize return on investment with our AI-powered solution by leveraging first- and third-party insights to automate tasks and target relevant audiences on Amazon and across third-party apps, sites, and devices.
Interoperable technology
For more efficient end-to-end campaign management, interoperability between our systems (such as Amazon Web Services, Amazon Marketing Cloud, Amazon Publisher Cloud) and yours can eliminate fragmentation in the planning, buying, and measurement journey.
What ads can I buy through Amazon DSP?
Engage your audience with a combination of audio, display, online video, Streaming TV, and physical store advertising. Reach audiences where they spend time across all formats and devices.
Where can my ads appear?
Your ads can appear in first-party supply sources like Amazon Originals on Prime Video and Amazon Freevee, livestreams on Twitch, live sports including Thursday Night Football, and Amazon.com. They can also appear on Amazon Fresh kiosks and connected devices such as Fire TV, Kindle, and Alexa. In addition, Amazon DSP offers the ability for advertisers to activate on thousands of premium third-party sites and apps via Amazon Publisher Direct and leading third-party exchanges. (Availability may vary by region.)
Amazon DSP case studies
Amazon DSP educational resources
In this course, you will learn about programmatic advertising with Amazon, as well as the benefits of using Amazon DSP to achieve your programmatic advertising goals.
The course topics include Amazon DSP audience solutions, supply quality, campaign setup, supply, ad policy, and campaign performance and optimization.
The course topics include bid strategies, conversion tracking, audiences, third-party integrations, private marketplace deals, attribution, and bulksheets.
Get started with Amazon DSP
Connect your brand with customers. Register today or contact an Amazon Ads account executive to learn more.
Already have an Amazon DSP account?
FAQs
What is a DSP (demand-side platform)?
A demand-side platform (DSP) is a tool that automates and centralizes media buying from multiple sources, streamlining the process for greater efficiency and reach.
How can I get started?
We offer two options to get started: self-service and managed-service.
- Self-service customers are in full control of their campaigns. Start by either creating a new account or sign in if you’re an existing user.
- The managed-service option is designed for advertisers that want access to Amazon DSP inventory, with consultative service, or for those with limited programmatic advertising experience. The managed-service option typically requires a minimum spend of $50,000 USD (minimum may vary per country). Contact an Amazon Ads account executive for more information.
I don’t sell on Amazon. Can I still use Amazon DSP?
Yes, you can use Amazon DSP even if you don’t sell on Amazon. Amazon DSP is designed to help advertisers reach audiences both on Amazon and beyond. It offers advanced targeting capabilities using Amazon’s rich first-party signals, enabling you to reach specific demographics, behaviors, contextually relevant products and categories, keywords, and interests across the web. This means you can place ads on Amazon-owned properties like Prime Video, IMDb, and Twitch, and across a wide range of premium third-party publishers.
Whether your goal is to drive brand awareness, consideration, or conversion, Amazon DSP provides the tools and insights needed to effectively reach relevant audiences and achieve your advertising objectives.
What types of audience targeting capabilities are offered through Amazon DSP?
Amazon DSP offers audience targeting in three main categories: 1) Amazon Audiences, based on first-party buying, browsing, and streaming signals; 2) advertiser audiences, driven by custom inputs like product relevance and remarketing; 3) third-party audiences, sourced from broader internet activities, such as car purchases or cable subscriptions, to name a few.
How does Amazon DSP approach addressability in advertising campaigns?
Over the past two years, Amazon Ads has been innovating to reduce reliance on less durable signals. Ad Relevance marks a shift in how we deliver relevant ads, using more signals and the latest in AWS-powered AI. Instead of replacing third-party cookies with another signal, Ad Relevance introduces innovations across three areas: leveraging AI-powered targeting strategies to enhance relevancy; collaborating with industry leaders to improve consumer reach across all supply; and investing in our measurement products to ensure they are more durable and customer-centric, with a focus on holistic cross-channel impact.
How can Amazon DSP help design my media planning to align with specific objectives?
Amazon DSP provides an integrated media planning suite with tools like cross-channel planner and channel planner that help optimally allocate media across Amazon DSP supply and simulate reach and budget in real-time based on live inventory by linear TV vs. streaming TV vs. audio. Once campaign success is measured, we integrate the insights in the next cycle of campaign planning.
What programmatic media buying options are available?
Amazon DSP offers real-time bidding (RTB), private marketplaces (PMP), private auction, and programmatic guaranteed buying, along with a variety of deals-based options. For easier inventory discovery, inventory hub centralizes all deals across Amazon properties and third-party inventory, allowing advertisers to more easily discover, manage, and analyze the right opportunities to meet campaign objectives.
Can I use standard IAB creative sizes, or do I need to design my own ads?
You have the flexibility to use IAB standard creative sizes, create your own custom ads, or use our exclusive Amazon creative options, such as e-commerce creative templates. E-commerce creatives can include an image you provide or a product image found on your product detail page. Various elements are automatically generated to drive the best performance for your e-commerce creative and the end customer.
How do I measure the performance of my campaigns?
Campaign reporting includes industry-standard metrics and Amazon-proprietary metrics such as detail page view rate (DPVR), add-to-list (ATL) counts, and new-to-brand (NTB) metrics, along with reach, frequency, and viewability metrics. Eligible advertisers can also employ third-party measurement solutions, such as brand lift studies and offline sales lift insights.
How can I better understand omnichannel impact?
In addition to our standard campaign reporting metrics, we provide measurement solutions to help you better understand holistic impact, such as Omnichannel Metrics (OCM) and Marketing Mix Modeling (MMM). You can also conduct custom analytics across your Amazon DSP campaigns using event-level data sets in Amazon Marketing Cloud.