Amazon DSP

How it works 

Amazon DSP is a programmatic display advertising platform, which means it uses technology to buy and manage the media mix more efficiently.

Amazon DSP can be used to:

• Increase brand awareness (greater visibility and attract attention to your brand)
• Increase consideration (drive consumer preferences by positioning your product to outperform the competition)
• Increase purchases (re-engage customers to encourage new purchases)

With Amazon DSP, you can use Amazon’s exclusive audience segments to reach your ideal audience both inside and outside of Amazon. You can reach users on Amazon’s website, Twitch, Freedive (IMDb Streaming), Kindle, various applications, partner sites, and major publishers.

Audience segments on Amazon DSP are differentiated by behaviors and actions, called “in-market” and “lifestyle.” In-market audience segments are used to reach customers who may take action or make a purchase based on recent searches, browsing, or purchase behavior in the last 30 days. Lifestyle audiences reflect broad interest groups. Advertisers can reach lifestyle audiences to instill their brand in the minds of buyers who have regularly purchased products related to yours in the past year.

The ad formats you can use are different:

• Desktop and mobile display ads
• In-app banner ads
• Video ads

Differences with other programmatic display platforms

➡ Access to vast amounts of purchase intent data. We have large amounts of buyer data available through DSP, including browsing behavior, purchase history, and search queries, which can be used to create highly targeted product-level advertising campaigns.

➡ Inventory segmentation. Amazon DSP publishes ads on properties owned and operated by Amazon, including Amazon.com, IMDb, Twitch, and third-party sites that collaborate with Amazon. In DSP, we have the ability to segment the inventory on which we want to display our ads.

➡ Targeting features. Amazon DSP’s targeting features are based on buyer data, including behavioral, contextual, interest-based, and demographic targeting. Targeting refinements, such as geographic and device type, are also available, as well as the ability to exclude audience segments from targeting.

➡ Comparison between self-service and managed service Amazon DSP is primarily a self-service platform, meaning advertisers are responsible for creating and managing their own campaigns. You can access DSP as a managed service directly through Amazon or you can go through a required partner agency and rely on the agency for strategy, budget utilization, and overall construction

Do you want to start activating DSP?

Contact us to know more!

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