The Amazon Demand Side Platform (DSP)
This article explains Amazon’s DSP, how it works, and how you can use it in your advertising strategy. These suggestions can provide you with new ideas, insights, or angles that you might not have considered until now. Understanding how to leverage audiences is the difference between good and great line item performance.
How does the Amazon DSP work?
The Amazon DSP is an advertising technology available to sellers on the Amazon platform. It allows them to access programmatic advertising, an automated buying and selling process of digital advertising inventory. Through the DSP, Amazon can optimize bids to improve ad delivery and engagement on and off Amazon sites.
Why use the Amazon DSP?
Amazon Advertising’s Demand Side Platform (DSP) allows advertisers to target audiences by their interests, demographic, and more. The DSP also helps advertisers optimize their ad spend by focusing on the most effective ad creatives.
Amazon has a ton of data about its customers, personalizing the shopping experience for individual customers. This allows advertisers to reach their target audience and increase the likelihood of converting them into customers.
Audiences on the Amazon DSP
With Amazon DSP, you have thousands of targeting options that support various advertising objectives. In particular, remarketing is a fantastic technique if your product is a long-term sale or a significant investment. On the other hand, if you want to drive brand awareness, a video could be used to expand your brand’s presence outside Amazon by attracting new customers.
Here is a list of all available audiences you can choose from:
Let’s start with Contextual Audiences
This option will target users currently browsing articles or pages related to that specific topic.
Custom Built Audiences – Remarketing Audiences
This is one of the most lucrative audiences of the Amazon DSP targeting offers. This audience allows us to retarget shoppers who visited our listings or storefronts over a given time frame. Please note that if your selected time frame for any of these audiences is too small, or the list of assets is not large enough, you won’t be able to use these audiences and consider adding more data points.
Specific products (ASINS) – any available ASIN on Amazon, and you can opt for product views, product purchases, similar product views, or product searches and select a time frame. You can target your products, or you can target a competitor’s product or list of products.
Brands – you can add up to 10 categories in these audiences. You can target brand views, brand purchases, and similar brand views and select a time frame.
Amazon stores – target audience who visited your store, one of the store pages, or one of the competitors.
Website traffic – target website visitors captured by Amazon Advertising tag traffic or Pixel traffic on your website. These tools give access to user traffic that has already visited your site and, therefore, an important asset to leverage.
Hashed audience data – with a list of information directly collected from your customers, Amazon allows you to provide lookalike audiences with similar, balanced, and broad options related to your data.
Prime Video – target people who streamed a video in the last targeted days. You can choose titles, actors, genres, series, or directors.
Streaming TV – target people who received a Streaming TV impression.
Twitch – target shoppers who watch content on Twitch.
Whole Foods Market – target people who shopped at Whole Foods Market in a selected time frame.
IMDB – target people who visited particular IMDB pages. Add up to 100 titles for this rule.
Demographic Audiences
The ability to target options like age, assets, education, gender, household, income, language, and occupation.
Device Audiences
Target specific devices, from Android phones to IOS, network carriers, ISP providers, and more.
In Market Audiences
Here you can target shoppers whose shopping activities indicate they are likely to purchase one of the many categories.
Interest Audiences
Target shoppers who have indicated specified interests in their browsing history.
Life Events Audiences
Target people who recently completed a milestone in their personal life (recent movers, new parents, etc.).
Lifestyle Audiences
Target shoppers who buy from a specific category or purchase brand-related products in general.
Advertiser Audiences
Target custom audiences using a data management platform.
Lookalike Audiences
Target lookalike audiences across DSP platform to expand reach. You can choose similar shopping behaviors to your current users.
Third-Party Audiences
You can target different characteristics from third-party data providers such as Oracle, Polk, etc.
Final Thoughts
The Amazon DSP allows you to target all your customers, existing and potential. You can identify the most valuable customers, expand your brand reach and increase brand engagement by staying connected with them.
Amazon Advertising’s Demand-Side Platform (DSP) is a great way to build your business’s online visibility and increase brand engagement. You can set up several different audiences to target your messages.
The platform’s powerful data management capabilities, along with its ability to enrich your campaign with a ton of information about your customers, make it remarkably effective.
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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