Amazon DSP

GUIDE:

Overview

Amazon’s demand-side platform (DSP) enables you to programmatically reach audiences across both Amazon-owned sites and applications as well as leading publishers’ sites through direct, exclusive inventory from Amazon Publisher Services and third-party exchanges. You can also leverage Amazon’s proprietary data and audience segments to reach exclusive audiences for retargeting campaigns.

Amazon DSP is a part of Choozle's Supported Solutions and is currently only available for Managed Service Clients.

Key Benefits

Reach and Inventory Options
You will now have access to Amazon’s exclusively owned and operated inventory and wealth of open exchanges. You can achieve and scale your marketing goals by programmatically reaching Amazon shoppers on all Amazon-owned domains, on multiple device types, and with several ad formats. Amazon Data provides unique insights and audience segments to inform each targeting approach and increase relevance to drive campaign performance. Amazon Inventory is exclusive to Amazon, direct from leading publishers, and available through the largest exchanges.

Data and Targeting Capabilities
Amazon allows for the addition of five granularities of lookalike audiences for each retargeting segment created: Most similar, Similar, Balanced, Broad, Most Broad. Amazon’s DSP will allow you to capture and access unique Amazon data and audience insights. Clients can also upload a CRM list at no extra cost and target those users via Amazon's deterministic data.

Amazon's proprietary data segments include deterministic purchase data that is used to create interest and intent segments; deterministic automotive data that comes from users entering their vehicle identification number (VIN) into Amazon Garage when they order parts or accessories; deterministic data on companies that use Amazon Web Services; and Amazon seller lookalike audiences. You’re able to run ads on amazon.com, IMDb.com, and their applications as well as Amazon Fire TV inventory which is not available anywhere else. Amazon’s other OTT inventory is great for awareness campaigns, especially for travel.

Amazon Exclusive Inventory

Standard Display

  • Amazon - Ad placements exist throughout the Amazon website, including on the homepage, search results pages, and product detail pages.
  • IMDb - Ad placements can be found on the Internet Movie Database (IMDb) website. The Internet Movie Database (IMDb) is a popular source for movie, TV, and celebrity content, with more than 103 million unique visitors each month. Inventory in Europe is limited.
  • Amazon Publisher Services - Direct publisher inventory (not necessarily exclusive to Amazon DSP) includes Comscore 100 publishers and high-visibility impressions. It provides better recognition of Amazon users.

Mobile Display
  • Amazon Mobile Web - Ad placements can be found throughout the Amazon mobile website including on the homepage, search results pages, and product detail pages.
  • Amazon Shopping App - Ad placements can be found throughout the Amazon native mobile app including on the homepage, search results pages, and product detail pages.
  • IMDb Mobile Web - Ad placements can be found on the Internet Movie Database (IMDb) mobile website. The IMDb is a popular source for movie, TV, and celebrity content, with more than 103 million unique visitors each month. Inventory in Europe is limited.
  • IMDb Mobile App - Ad placements can be found on the Internet Movie Database (IMDb) mobile app. The IMDb is a popular source for movie, TV, and celebrity content, with more than 103 million unique visitors each month. Inventory in Europe is limited.

Video
  • Amazon - ​​Includes in-stream video supply for desktop and mobile web on the Amazon retail site, the Amazon native app, and long-form desktop web and mobile app on Prime Video Direct in the “Free to watch” section of amazon.com/video.
  • IMDb - Video ad placements can be found on the Internet Movie Database (IMDb) mobile website. The Internet Movie Database (IMDb) is a popular source for movie, TV, and celebrity content, with more than 103 million unique visitors each month. Inventory in Europe is limited.
  • Amazon Over-the-top (OTT) - Includes long-form in-stream video supply on desktop, mobile, and connected TV across the following supply sources: IMDb TV, third-party Fire TV apps, and Amazon Video News.
  • Twitch - Ads can be placed on the Twitch website, mobile app, and connected TV app.

How to Get Started

To unlock access to Amazon DSP, reach out to your Account Manager or the Growth Account team at help@choozle.com.

Amazon Guidelines and Acceptance Policies

Amazon Advertising set Ad Policies to help enhance and drive results. All advertising content must be approved by Amazon as appropriate for a general audience and for the type of placement in which it will be shown. Advertisers must also be honest about the products or services promoted, and avoid content that may mislead or offend Amazon customers.


To learn more, please review:
Ad specs (sizes and policies)
Ad Policies quick reference guide
All Advertising Guidelines and Acceptance Policies

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