The Amazon Demand-Side Platform (DSP) is an automated advertising platform that allows advertisers to programmatically buy display and video ads, targeting relevant audiences throughout the Amazon ecosystem as well as on third-party exchanges.
Unlike Seller Central, the DSP allows advertisers to do so much more. For example, you can reach audiences on the following platforms: Amazon.com, FireTV, IMBd.com, Kindle, Apps, Published Partners, and Third-Party Exchanges.
There are several major differences between Sponsored Ads and the DSP. First, sponsored ads are geared towards CPC, while DSP is done through a CPM model. Sponsored ads focus on keywords and are more of a reactive approach, while DSP targets audiences focused more on a proactive approach. Sponsored ads are designed to drive conversions while DSP is designed to build brand awareness.
How Amazon DSP Works
Use exclusive Amazon audiences to reach your ideal audience on and off Amazon.
Programmatically reach your audience across both Amazon-owned sites and apps, like IMBD, and leading publishers' sites through direct inventory from Amazon Publisher Services and third-party exchanges.
Amazon uses both its own and third-party solutions, from manual site reviews to real-time bid evaluation, to uphold quality standards and brand safety.
Who can use Amazon DSP?
Amazon DSP is available to both advertisers who sell products on Amazon and those who do not. Amazon DSP is best suited to advertisers who want to programmatically buy display and video ads at scale.
Why Should a Seller Use Amazon DSP?
Amazon DSP serves ads to Amazon customers, no matter where they are, in a scalable manner that gets them out of the sell price-focused, CPC rat race of the search page and allows them to communicate why customers should choose their brand.
Amazon’s audience data is super valuable and allows advertisers to reach purchase-driven customers in a way few other DSP providers can offer.
Advertisers can also enhance their reach by leveraging existing audiences using ad tags, data management platforms (DMP), or advertiser-hashed audiences. In doing so, advertisers can deliver and optimize relevant ads to the same audiences across devices and ad formats to help drive greater relevance and improve campaign performance.
How can I measure my DSP Performance?
Once you have been onboarded with Teikametrics you can work with your analyst/account manager to enable DSP in-app reporting through Flywheel's Business Intelligence page.