Amazon DSP is the new advertising platform and programmatic campaigns of Amazon that includes the programmatic advertising management of the ads in the Amazon Marketplaces (Amazon Ads), Amazon Music, Amazon Stores, Twitch, the Amazon Kindle ads, the Prime TV announcements and, in addition, the ads in other own and external channels of Amazon.
From the point of view of the advertiser, it is the most efficient way (until now) of automating the purchase of online advertising spaces. Thanks to the Machine Learning , Big Data and artificial intelligence - those terms so fashionable in recent years - now it is much easier to reach the right audiences, at the precise moment and place.
As? Thanks to a more traditional concept: that of supply and demand.
How does Amazon DSP work?
On the one hand, SSPS ( Supply Side Platforms ) offer the inventory (advertising spaces) of the different publishers; And on the other, the DSPS ( Demand Side Platforms , in our case Amazon Demand Side Platform ) facilitate the purchase of these advertising spaces through an automatic bid system ( Real Time Bidding ).
In the middle is the ad exchange , the market where the interaction between the two occurs. Thus, the Amazon DSP hangs from the Amazon Marketing tools offered by Amazon .
The programmatic ads will allow us to reach more public when we launch new products and generate dynamic digital advertising, segmented campaigns, impact existing and re-impact audiences.
According to Alberto López, a digital marketing specialist, “Amazon DSP's capacity to integrate Amazon consumers data with navigation and purchase behaviors allows campaigns to be extremely precise and effective, which implies a fundamental change in online advertising” Source.
Who can use Amazon DSP?
To start, the Amazon DSP service is available for advertisers who sell products on Amazon and also for those who do not. In fact, it can be used to promote products even if the brand does not have a store on Amazon.
Apart, those who use it have two options :
- Self -service : where the client has total control of ads and campaigns.
- Managed service : preferable for companies that want to access the Amazon DSP inventory or need a particular advice for programmatic ads. This option requires a minimum investment that varies by country.
What is the Amazon DSP differential?
There are several points where Amazon DSP differs from other existing programmatic purchase platforms. Let's look at some of them:
Exclusive audiences
To begin with, Amazon is the online marketplace leader in Spain with a penetration among consumers of 80% (well above the rest of marketplaces, which are between 19% and 50%)*.
In addition, Amazon is a complete ecosystem that contains user data throughout its customer journey : since it begins to explore, the times that visits a certain category, studies opinions in different items, adds products to the desire list, make the purchase and even subscribe.
All this information is organized and classified into hundreds of audiences available to advertisers , which allows not only to optimize the relevance in the targeting of their campaigns, but also track the conversion of users, if the advertiser sells at Amazon. This is not possible through other DSPS . Without forgetting that Amazon is not just e-commerce: its audiences also nourish prime video, twitch, and probably we will see more environments such as Amazon Music included in the DSP.
Audience Builder and Overlap
In addition to the hundreds of categorized audiences that we can find on Amazon DSP, it also makes available a Self-Service tool where to create Ad-Hoc audiences . We can compose them based on the products we want, brands, similar products, Amazon Stores visits, interactions at Amazon Prime Video, even Twitch audiences of certain streamers , channels or category.
As if this were not enough, it also allows us to discover new through the “ Overlap Report ” : From a given audience (for example, the one that best works for us), we can download a report with other related audiences ordered by level of affinity and size.
