Amazon DSP (Demand-Side Platform)
Is Amazon Advertising Part of Your Business Strategy?
What Is the Amazon DSP (Demand-Side Platform)?
Amazon DSP is an advertising platform that enables advertisers to buy and display ads across the web, both on Amazon and off.
DSP advertising allows advertisers access to Amazon’s high-level shopper insights to better target ads to the best audience base on demographics, behaviors, and purchase history.
Amazon seller’s DSP ad campaigns reach target shoppers with display, video or audio ads across myriad Amazon-owned properties (e.g., Audible, FireTV, Kindle, Twitch and IMDb) and various third-party publishers with Amazon Prime services (HGTV, TNT, History Channel and more).
Why is Amazon DSP Valuable for Sellers?
Amazon DSP helps advertisers reach their target audience with precision, grow their brand’s visibility and increase sales by:
- Retargeting ads to current customers
- Targeting prospects that meet their desired customer parameters (i.e., gender, age, lifestyle, purchase behavior, etc.)
- Engaging with competitors’ customers (conquest marketing)
With access to Amazon’s vast data and targeting capabilities, you can reach consumers at every stage of the buying journey, from awareness to consideration to conversion.
Amazon DSP uses data to determine ads that are geared to your target audience and the correct price to spend on each ad, so you don’t overspend your budget.
Straightforward Strategy Consolidates Ad Efforts
Powerful Targeting Capabilities
With Amazon DSP, you can leverage Amazon’s powerful targeting capabilities to reach your ideal audience and boost your ROI. Overall, utilizing DSP marketing and audience targeting data makes the process of buying ads more affordable and efficient. This single tool can streamline ad campaign launches, optimization, and analytics.
Additionally, advertisers gain a significant competitive edge over traditional ad networks while saving money on advertising; however, businesses generally spend more for the initial setup and maintenance of these types of advertising.
More Ads, Less Effort
Using Amazon DSP means you run more ads across more channels for less effort. Consolidating your advertising into one convenient platform frees you from having to juggle multiple sites and accounts.
Amazon DSP provides all the tools found in other DSPs, plus it has the advantages of leveraging vast amounts of Amazon data and providing access to exclusive Amazon audiences.
Amazon DSP Audience Builder
The Amazon DSP Audience Builder is a proprietary tool that gives advertisers the ability to create and outline specific competitor audiences on a self-service basis.
Amazon DSP advertisers create a target audience based on data collected previously — data that pertains to the interactions customers have had with your page, different brands, products, and searches. The Audience Builder tool allows you to effortlessly create retargeting and conquest marketing campaigns.
In the past, digital ads were bought and sold by ad buyers and salespeople, making the whole process slow, time-consuming, and extremely expensive. With the advent of Demand Side Platform (DSP) advertising, negotiations between media buyers and publishers have been greatly reduced, and ads are now affordable, highly targeted, and more effective as a result.
Is Your Brand Eligible for Amazon DSP?
Amazon DSP is vastly available to many businesses in the US and abroad if you have the right budget. Check out Amazon’s eligibility requirements for DSP.
- Those who sell on Amazon and those who do not may use the Amazon DSP platform.
- Only companies operating in the United States, United Kingdom, France, Italy, Spain, and Germany are eligible.
- A minimum investment of $50,000 is required and limitations exist as to how the money may be spent.
Amazon DSP Strategies
Buying ad space in real-time through Amazon DSP gives you the opportunity to run highly targeted ad campaigns across numerous platforms, not just Amazon.
An additional benefit is that these ads run at peak times and in the correct format, minimizing sluggish ad campaigns that don’t deliver the desired results.
Amazon DSP is available to advertisers who sell products both on and off Amazon and is best suited to advertisers who want to programmatically buy display and video ads at scale.
This advanced advertising platform takes the guesswork out of the ad game and provides you with all the tools you need — right at your fingertips.
What Are the Pros and Cons of DSP Advertising?
Time Savings. Advertising using a DSP streamlines the management of campaigns across multiple networks.
Highly Targeted Advertising. DSPs offer advertisers a variety of targeting capabilities, including geotargeting, demographic targeting, retargeting, keyword targeting and more.
More Ad Options. Advertisers have access to a wider variety of advertising platforms (with the ability to advertise within Amazon and outside of Amazon) than working through a single network.
Real-Time Optimization. Amazon DSP’s real-time optimization technology helps you to adjust your campaigns in real-time based on performance data, allowing you to maximize your ROI.
Complex System. Multiple bidding options are available, which makes the system difficult to master.
Investment. Access to DSPs can be expensive, especially for smaller businesses.
Ready to Get Started Using the Amazon DSP?
Self-service and managed-service options are available with the Amazon DSP program. Self-service customers are in full control of their campaigns, and management fees are not required.
The managed-service option (through Amazon) is a solution for companies that have a large budget and want access to Amazon DSP inventory with white-glove service, and for those with limited programmatic experience. The managed-service option typically requires a minimum spend of $50,000.
Don’t miss out on the opportunity to maximize your advertising potential with Amazon DSP network. Start exploring the platform today to see how it can benefit your business.