The Advantages Of The New Amazon Dsp At A Glance
Management Summary
The online market platform Amazon has become an integral part of our digital lives. In 2018, more than 197 million people visited the site every month – that’s about as many people as live in Germany, France and Spain combined.
So there is no question that Amazon is one of the largest online players in the world. Now it comes as no surprise that Amazon has now launched its own DSP. We have taken a closer look at them for you.
In addition to the Amazon Advertising Console, the Amazon Demand Side Platform is another self-service platform with which advertisers can use the online giant’s network and data.
With the Amazon DSP, display and video ads can be played out on Amazon and the associated network in a data-driven manner.
We have summarized the most important key points:
Digital gold – data, data, data
Hardly any other online retailer has such accurate data about purchasing behavior and preferences as Amazon. Especially when it comes to specific product searches, you shouldn’t underestimate the platform as a search engine, because here users clearly show their purchase intentions. Advertisers can now access this data with the DSP and benefit from it, especially for campaigns with a strong eCommerce focus.
And it’s not just Amazon data that you can work with – CRM or DMP segments can also be used, and similar audiences can be formed on any segments. Even when it comes to demographic and geographical data, Amazon has a high level of accuracy – through login data, the online marketplace knows pretty exactly what age & Gender and zip code are stated in the billing address.
New possibilities – the inventory
A common myth is that with Amazon DSP you can only advertise on Amazon.com. But the network is definitely larger than you might think. Sites like IMDB or Audible are included, as is the inventory of some SSPs that are connected here. Private deals can also be processed via the platform and benefit from targeting with Amazon data.
The right message
With such extraordinary data and targeting options, it would be a shame to only address the user with an ordinary message. Amazon’s Dynamic eCommerce Ads are an exciting option here. In this way, several variants of an ad (with voucher, with reviews, with direct CTA) can be created and tested against each other. The system quickly learns which ad works well for which target group and thus optimizes the display. This means that impulsive buyers immediately receive a link to the shopping cart, while householders are advertised with a discount.
Amazon probably has the biggest advantage in the combination of the data & Inventory: Users are in shopping mode, can pursue their purchase intention without detours and complete the process straight away. The user is already very deep in the funnel and can even be reached if he browses through the competition’s products.
