In this article, we will introduce basic information about Amazon DSP, such as its features and the industries it is suitable for.
If you would like to know more about what Amazon DSP is specifically, I hope this article will be of use to you.
>>Download "Ollies EC Support Service Materials"
Table of Contents [ Hide ]
What is Amazon DSP?
1. Advertisements can be delivered using Amazon's vast browsing and purchasing data
2. Advertisements can be delivered both inside and outside Amazon
3. Advertisers who don't sell products on Amazon can also deliver ads
4. Brand safety features
Comparing Amazon DSP to other DSPs
Amazon DSP has high user intent to purchase
AmazonDSP and Amazon Ads can be used together
How Amazon DSP works
Configuring your Amazon DSP account
Amazon DSP Considerations
Amazon DSP delivery space
Amazon DSP delivery costs and billing format
Amazon DSP targeting
Industries that are a good fit for Amazon DSP
summary
What is Amazon DSP?
Amazon DSP (Demand-Side Platform) allows you to display ads outside the Amazon site, and is the only Amazon ad that can attract customers from outside. It has the following three main features:
1. Advertisements can be delivered using Amazon's vast browsing and purchasing data
Amazon DSP is the first DSP to utilize purchasing data from a huge e-commerce platform like Amazon. By using Amazon users' browsing and purchasing data on Amazon, you can target your products more appropriately.
Based on the billions of shopping patterns collected by Amazon, you can deliver ads using first-party (customer data collected and held by companies) or third-party (data held by a third party) data. For audiences, you can use both Amazon's audience data and your own audience data.
2. Advertisements can be delivered both on and off Amazon
You can reach Amazon users not only on the Amazon site, but also on sites outside Amazon. You can carry out large-scale promotional and advertising activities to users who are interested in your products even outside the Amazon site.
3. Advertisers who don't sell products on Amazon can also deliver ads
Amazon DSP is one of many DSP services, and is not a sponsored ad for sellers. Advertisers who are Amazon sellers are classified as "endemic" and advertisers who are not Amazon sellers are classified as "non-endemic," but both can use Amazon DSP.
In other words, even companies that only sell on their own russia phone number lookup websites can deliver Amazon DSP ads. It is also an effective targeting method for companies that do not have an Amazon store but want to deliver ads to users who use Amazon.
4. Brand safety features
Filter third-party inventory for invalid traffic , viewability , and brand safety . For example, ads will not be shown on adult or anti-social sites that may tarnish your brand.
Reference: Amazon DSP (official website)
Comparing Amazon DSP to other DSPs
Among the many DSPs available, we have summarized the features of Amazon DSP when compared to other media.
Amazon DSP has high user intent to purchase
Most people who search for products on Amazon are users who visit the site with the goal of "buying a product." This "strong desire to buy" is one of Amazon's strengths compared to other DSP media. In particular, people who use "Amazon Prime" have free shipping and big sales for "Prime members," so the barrier to purchase tends to be lower than with other DSPs.
AmazonDSP and Amazon Ads can be used together
If you are using Amazon advertising, you can expect even better results by using Amazon DSP . After displaying ads on the Amazon site using Amazon sponsored ads, you can target with Amazon DSP. The ability to track both on and off the Amazon site is one of the features that other DSPs do not have, and it can be said to be compatible with other Amazon ads.
How Amazon DSP works
By understanding how Amazon DSP works, you will be able to better understand the differences between it and Amazon sponsored ads.
Configuring your Amazon DSP account
An Amazon DSP account is primarily composed of the following five tiers from the top down.
Entity
This is an Amazon DSP self-service account created at the agency level. Since access permissions cannot be granted at the advertiser level, users can access all advertisers under the Entity.
Advertiser
Refers to the "advertiser." This is where you enter the "contact person's name" and "basic company information." In principle, only one is created per advertiser, and applications are usually approved within two business days.
Order
Refers to "advertising campaign". This is where you set the purpose of your ad, budget, display frequency, etc. It is under Advertiser, and Lineitem is included in Order. For link-in, set ASIN, and for link-out, set pixel to measure conversion.
Line item
Refers to "ad group." This is where you set targeting, budget, bid price, etc. There are four types of line items, and they differ in the devices they can be delivered to and the supply source (on-site or off-site).
Standard display
Amazon mobile display
AAP – Mobile app
Video
Creative
Reference: Amazon DSP ad sizes and specifications (official website)
Reference: Amazon DSP advertising features, mechanisms and delivery methods explained
