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Inside the Latest Features of Amazon DSP

Amazon’s demand-side platform (DSP) enables advertisers to programmatically buy display and video ad placements at scale. Businesses are able to reach Amazon consumers across platforms, such as desktop, mobile, over-the-top (OTT), and Amazon-owned sites and apps like IMDb.

dsp

Amazon is continuously adding new features to its DSP to better serve its growing number of users. Amazon DSP has risen in popularity as more brands and sellers are utilizing the technology to drive brand and product awareness. Learn about some of the latest DSP updates and how to incorporate them into your 2021 strategy.

Audience Builder

The Audience Builder is a self-service tool that allows DSP users to create specific competitor audiences. The competitor audiences can be built based on previous interactions customers had with your brand, competing brands, products, and searches. Advertisers can use the information obtained by Audience Builder to retarget audiences that are likely to purchase their products. It is worth noting that only audiences who have an Active status are able to be added to your campaigns

Oracle Data Cloud (ODC) Custom Predicts

OCD Custom Predicts is a contextual targeting tool that enables advertisers to capitalize on content that is trending and the corresponding inventory in real time. The feature helps businesses meet their customer-reach goals through its keyword-based targeting segments that expand on a daily basis. Custom Predicts provides brands and sellers who use DSP greater relevancy and reach.

DoubleVerify (DV) Custom Contextual

DV Custom Contextual is a contextual targeting feature that allows advertisers to utilize DV’s ontological capabilities, which is the relationship between a set of concepts and categories. It also leverages its brand safety know-how to produce more efficient campaigns. DV’s solution uses contextual categories to reach Tier 1 and Tier 2 of Interactive Advertising Bureau categories, brand-specific categories, behavioral supplemental categories, and seasonal categories.

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Bid Strategies

DSP users are able to choose a bid strategy for orders that were recently created. The options provided are “maximize performance” and “while spending full budget and maximize performance.” The default bid strategy has been “while spending full budget and maximize performance,” which prioritizes meeting the budget over the performance of a campaign. To prioritize the effectiveness of a campaign over the cost, select the “maximize performance” option. Make sure to monitor and adjust the bid amounts after choosing the “maximize performance” option to achieve your business goals.

Goal and Optimization Section

A goal and optimization section has been added to the DSP. The section integrates the goal KPI selection and all automated optimization capabilities that are available. Advertisers can easily select the objective of their campaign and the goal KPI. Optimization capabilities that are available will generate based on the options selected. Users will then be able to choose the “bid optimization models” option and are no longer required to choose an “optimization type” for every line item.

PMP Deal Troubleshooting

DSP users can troubleshoot deal delivery concerns from the deals detail page in the U.S., Canada, the U.K., France, Spain, Italy, Germany, and India. Advertisers are able to view all of the line items that correspond with a deal, the reasons a line item did not bid, and the reasons the percentage of a bid request was affected. There is also the option to increase a deal’s bid rate by changing the settings for each item based on the reason a bid did not meet expectations.

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API Reporting

The API reporting functionality enables advertisers to retrieve reports on the performance of their DSP campaigns on a global scale. Users are able to filter report results by advertiser ID and metrics (over 400 metrics are available). The metrics are accessible at the line item, order, and creative level. The feature helps brands and sellers who use DSP receive campaign reports faster and easier.

Final Thoughts

Amazon DSP allows advertisers to programatically buy display and video ads across multiple channels. The platform has grown in popularity over the last year, as it ensures a brand’s products are visible to a large audience of Amazon consumers, delivers ads at the optimal time in a buyer’s journey, and drives awareness. Reference the DSP features outlined to understand how to use its latest capabilities to maximize the performance of your campaigns.