Amazon’s DSP is one of two advertising platforms provided by Amazon. Amazon’s DSP is the big brother of Amazons Sponsored Ads. This platform enables higher investment, broader reach campaigns with more traditional-style display and video creative. Amazon brings all the in-depth insights based on everything it knows about shoppers to bear when it comes to creating audiences on Amazon DSP.
If you’d like more information on how Amazon Sponsored Ads and Amazon DSP compare, do click the link.
Media and Audiences on Amazon DSP
Our key focus in this article is how your choice of audience and media interact on Amazon DSP.
The key insight is that when you’re using Amazon DSP, you’re targeting people with specific attributes rather than the media. Two people can be watching the exact same show on Amazon Prime Video at the same time, or reading the exact same article on the Mail Online and they will see different ads based on where they live, their household composition or their recent browsing and shopping behaviour. The same is true for viewing the same product on the Amazon retail site. For most people the latter fact is more intuitive. The idea of buying audiences rather than placements for TV, however, seems to be less so!
We’ve created this short video to explain how to use audiences on Amazon DSP and how it works in practice.
Conclusion
As you can see, the choice of target group drives everything on Amazon DSP. The context where the ads are seen is secondary. However, you can still make choices about where you want the ads to appear if that’s important. The only limiting factor is whether there will be enough people in your chosen audience watching your chosen medium to be able to deliver the desired reach.