What is Amazon DSP? Amazon DSP Review

Amazon DSP (Demand-side Platform) is one of Amazon's advertising methods. It is a demand-side platform that allows users to reach your audience programmatically on Amazon websites and applications and through our publishing partners and third-party exchanges.

history

Amazon DSP is a new name. Its full name is Demand-side Platform. It was formerly called Amazon Advertising Platform or AAP.

Advantages

1. Exclusive audience access

Reach your ideal audience on and off Amazon with exclusive Amazon audiences.

2. Unique high-quality inventory

Reach your audience programmatically across Amazon-owned sites and apps (like IMDb) and major publisher sites through direct inventory from Amazon Publisher Services and third-party exchanges.

3. Brand protection

We use our own and third-party solutions, from manual site reviews to real-time bid reviews, to maintain quality standards and brand safety.

DSP crowd targeting method

1. Demographic means demographic orientation.

Segment the user's population based on gender, age, family income, marital status, etc. Currently, this targeting method is only available in the US market.

2. Lifestyle refers to lifestyle orientation.

Segment the user's lifestyle based on the user's first-hand data such as access, browsing, and purchases in the past 12 months. For example, is the user a frequent sports user or a user who likes to play video games?

3. In-Market means targeting the population within the market.

Based on the browsing path of the user in the past 30 days, analyze whether the user has expressed a purchase intention for a certain category of goods. For example, the real estate agent of HDMl cable may want to deliver his ads to users who have browsed high-definition TV sets in the past 30 days, because these users are very likely to buy HDMl cable.

4. Contextual means context-related orientation.

This targeting method is not based on the user's past behavior, but rather on the contextual text content of the page the user is currently browsing to determine whether the ad should appear on the page the user is browsing.

5. Re-Marketing means remarketing.

If a user has browsed the products promoted by the seller within a certain period of time but has not completed the purchase, Xujia can deliver ads to the user through remarketing. The seller can also use remarketing to deliver ads to users who have browsed all the seller's brand products or similar products but have not completed the purchase. This type of targeting method is more suitable for sellers whose goal is a short-term return on investment.

6. Audience Lookalike means expanding the number of similar people.

For example, if the seller’s product is relatively niche, they can use similar population expansion to find people with similar behavioral characteristics to those who have purchased the product before and deliver ads to them. Sellers can also provide custom segmented seed populations, and Amazon will conduct similar population expansion.

7. Advertiser Audience: Matching with advertiser’s own audience.

If the seller has an independent website or his own CRM system, and the number of people is sufficient, the Amazon advertising platform can cooperate with the seller's system to perform encrypted matching of the population and achieve more population segmentation and targeting.

Display form

1. Desktop display ads;

2. Mobile banner ads;

3. Mobile seamless advertising;

4. Picture and text advertisements;

5. Insert video ads.

Target customers

Amazon DSP is for brands that sell products on Amazon (vendors and third-party sellers).

The following types are most suitable:

1. Programmatically buy display and video ads at scale.

2. Expand its customer scope beyond the advertising console function.

3. Can’t sell their products through Amazon but want to take advantage of the Amazon audience.

Amazon DSP interface update

In March 2019, Amazon launched four new updates to the Amazon DSP user interface, including navigation, bulk editing, custom reporting, and creative review.

1. Navigation - One of the biggest changes to Amazon is the "overall look and feel of Amazon DSP." It is understood that navigating in Amazon DSP is more intuitive and efficient than before. In the new layout, button toggles and campaign status information are more prominent.

2. Bulk Edit - Advertisers can now bulk edit domain, audience, and location targeting settings for line items. Once you specify new settings, you can apply them across all selected line items (as shown in the example below):

3. Custom Reports - This feature allows advertisers to create reports based on your unique requirements and save them within the Amazon DSP Report Center. You can now select the exact columns you want to include. After running a custom report, it will appear in the Report Center and be emailed to the recipients you specify.

4. Creative Review - Finally, Amazon is making a series of improvements to reduce the turnaround time for creative approval.