Marin Software's official blog

Your Guide To Amazon DSP 

Candace Boren
|
August 8, 2022

Amazon receives over two billion visitors a month. With such a large audience frequently visiting its platform, it’s no wonder the number of marketplace sellers has exploded over the last decade. The volume of online shoppers is making it harder than ever for sellers to make an impression and grab the attention of customers. If your goal is to expand your reach and attract new customers, Amazon’s Demand-Side Platform (DSP) may be the answer. And there is no better time than now. Why? Amazon DSP is on track to make $17.6 billion from advertising this year and is expected to reach a staggering $46.6 billion by 2025. 

What is Amazon DSP?

Amazon DSP enables programmatic buying and selling of display, video, and audio ads. The demand-side platform allows you to reach audiences both on and off of Amazon and across leading publishers’ sites like Twitch.tv, IMDb, Audible, Zappos, and others. The ads often appear not only on Amazon and Amazon-owned websites, but across Amazon-owned apps, Amazon devices, and affiliate websites and apps within Amazon’s network. Through Amazon DSP, you can create more brand and product awareness to encourage shopper re-engagement and retarget lost or potential customers. 

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The 4 Amazon DSP Ad Types

Dynamic E-commerce Ads

Dynamic ads automatically optimize which ad to display based on your campaign goal. Using machine learning, Amazon DSP can feed audiences relevant ads based on predictable behavior—delivering coupon code strategy tactics to incentivize impulse buyers and generating ads with customer reviews in them to engage customers who prefer to read reviews before purchasing a product. Since dynamic ads only direct to an Amazon product listing page, they are not a viable option if you use DSP to promote your direct website. 

Static Ads 

Unlike dynamic ads, static ads feature a call-to-action and a simple image. They can lead customers to an Amazon product listing, an Amazon Brand store, or directly to your website. 

Video Ads Through DSP

In-stream or out-stream video content can be displayed both on and off Amazon. Your video ads can link directly to your website or to a product detail page on Amazon. Video ads through DSP help you leverage Amazon’s audiences to target the right shoppers. 

Over-The-Top Video Ads (OTT)

These ads, displayed as full-screen videos on TV, allow you to create brand awareness in a separate medium. By using OTT, you can expand your reach to millions more people and target specific Amazon audiences. Keep in mind though: with OTT ads shoppers have no way to click and take action. 

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Amazon DSP Targeting Options

With Amazon DSP’s thousands of customer segments and its insights into shopper history and intent, it can help support many of your advertising goals. Here’s a glance at the different targeting options available.

Behavioral Targeting

Behavioral targeting is often used for brand awareness purposes and enables you to set any number of triggers so you can target shoppers further down the funnel. 

Lifestyle Targeting

With Lifestyle targeting, relevant ads are served to people who buy from a particular category habitually. This type of targeting allows you to target customers who share similar characteristics with your current customers or are interested in brand-relevant categories. 

Demographic Targeting

You can target ads based on gender, age, income, or location.

Device Targeting

Target your ads based on specific end-user devices including Android or Apple phones, different operating systems, desktop users, or other niche devices such as the Amazon Fire tablet. 

In-Market Targeting

By using in-market targeting, you can build brand awareness and increase sales. Audiences who are “in-market” are those who have high intent with a greater likelihood of purchasing your product or services.

Contextual Targeting

Serve ads to users based on what they are browsing right now. Contextual targeting is a great option to encourage impulse buys and drive conversions quickly. 

Remarketing Targeting

For consumers who are on the fence about buying a product or a competitive product, remarketing targeting can help. The different types of remarketing targets include Pixel-Based, ASIN, Purchased ASIN, Brand Halo, and Similar Product remarketing. 

Audience Lookalike Targeting

Audience Lookalike targeting hones in on customers who share similarities with your existing customers. With this option, you can take advantage of Amazon’s unique data combined with its collaborative filtering that can create detailed consumer profiles. 

Advertiser Audiences 

Amazon DSP allows you to leverage third-party data so you don’t have to solely rely on the first-party data that Amazon provides. Through the use of pixels, CRM data, and/or DMP audience transfers, you can reach customers who have previously engaged with your brand. 

5 Reasons Amazon DSP Is a Powerful Tool for Advertisers 

By using Amazon DSP, you can take your campaign performance to a whole new level and achieve your programmatic advertising goals. Here’s how:

Audience Insights and Analytics 

One of the greatest benefits of Amazon DSP is that advertisers can tap into Amazon’s first-party shopper data. Every search, view, click, purchase, and other shopper action along the customer journey is tracked. With Amazon DSP’s robust data capabilities, you can glean more information about how, what, when, and why customers buy what they buy. You can also gain access to key performance metrics such as total purchases, product units sold, add-to-cart rates, and more to help you determine what’s driving results and what’s not.

Retargeting

Retaining your current audience is not only critical to sustaining your company’s success but is also a more cost-effective way to spend your ad dollars instead of attracting new customers. Using Amazon DSP, you can retarget potential customers who have already engaged with your brand or products. 

Dynamic Targeting

Targeting shifts over time. Amazon DSP allows you to adjust your strategy accordingly so you can move your ad placements, reroute your creative spending, or reposition your domain ads to reach customers who have expressed interest in your product.

Extended Reach

With Amazon DSP, you can expand your audience reach across a vast range of sites. An attention-grabbing display ad or video campaign can improve your brand perception and increase awareness by being displayed on a large number of websites simultaneously.

Time Savings

Amazon DSP enables you to have your campaigns up and running in just minutes so you don’t have to spend time playing phone tag, negotiating, handing off creative tasks, reconciling billing, and settling up payments.

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How MarinOne Can Help

Looking to take your Amazon DSP to the next level? 

MarinOne integrates with Amazon DSP to help you better understand your customers on Amazon. Our platform goes far beyond what Amazon provides with a comprehensive suite of tools that activate and amplify your entire Amazon advertising campaign portfolio. 

With MarinOne, you can analyze paid search and social advertising as well as other retail media, shipping campaigns, and marketplaces, giving you a cross-publisher and cross-channel view of performance. 

Our alerts provide real-time updates on changes in activity so you can always be in the know and never miss an opportunity to improve performance. Use our marketplace signals to link your DSP performance to reviews, ratings, inventory status, price, and more. In addition, MarinOne features Amazon metrics like detailed page views and new to brand.

Ready to find out more about how MarinOne can help with your Amazon DSP campaigns? Get a personalized demo today.

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