What is Amazon DSP? Amazon DSP Review

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 currently has the following seven audience targeting methods:

1. Demographic, which 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, that is, 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, that is, contextual relevance 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, which 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, that is, expansion of similar groups of 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, advertiser’s own audience matching.

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.

How to Get Started with DSP

To register for DSP , you need to contact an Amazon advertising consultant.

The purchasing process of programmatic advertising is automated and priced based on a dynamic pricing model, allowing advertisers to bid in real time.

With DSP , advertisers can choose from enterprise self-service or managed service options. With self-service, advertisers have full control over their campaigns without management fees. Managed service options typically require a minimum ad spend of $ 35,000 .

References

• 1. Introduction to the advertising function of Amazon's demand-side platform DSP: E-net