What is Amazon DSP and How to Reach Amazon Target Audiences

August 18, 2020

Data is a core component of any successful marketing strategy. Making first-party data assets the center of your data strategy has tremendous advantages. When first-party data is clean and trustworthy, brands can make smarter data-driven decisions to achieve better business results.

Knowing customers’ interests and behavior enables brands to instantly adapt to any changes and seamlessly adjust their marketing strategy to boost new customer acquisition and maintain customer relationships.

Third-party data is another critical aspect of an efficient marketing strategy. Brands who run campaigns across Google’s properties (i.e. Google Ads or Youtube) and Facebook can access the robust data within the platforms and expand their audience reach.

In everyday evolving environments, marketers are continually seeking new ways to acquire customers. So they consider additional advertising platforms to access new audiences. Amazon advertising solution hosts unique and powerful data that brands can access through Amazon demand-side platform (DSP).

Amazon demand-side platform (DSP) is part of Amazon’s advertising solution; it’s a programmatic display ad buying platform designed to enable advertisers to buy impressions at scale in real-time. 

What is Amazon DSP?

So, what is Amazon DSP really? Amazon DSP is an advertising platform where brands can buy display, video, and audio ads programmatically (i.e., automatically) at scale in real-time. Leveraging Amazon DSP allows marketers to run their ads on Amazon’s website, and it’s other owned properties such as Kindle, Fire TV, IMDb, Freedive (IMDb Streaming), Apps, and Published Partners.

Marketers can place ads running through Amazon DSP on other third-party websites Amazon has partnerships with, including third-party exchanges, mobile apps, and social media websites. You can compare advertising through Amazon DSP to advertising on Google Display Network

By accessing Amazon users’ buying behavior data with Amazon DSP, advertisers can reach consumers at any stage of the marketing funnel. This includes an audience who just showed an intention to purchase but haven’t bought yet.

By leveraging Amazon DSP, brands can expand their audience reach beyond the Amazon platform and use Amazon’s audience without selling on Amazon.

Although Amazon DSP is an Amazon-owned platform, it is available for any brand whether or not they sell their products on Amazon. Brands can inform their campaigns with Amazon’s targeting data to reach broader audiences.

Why is advertising on Amazon beneficial?

With Amazon advertising services brands can access an exclusive and powerful Amazon target audience that is not available anywhere else. Amazon’s audience includes its new and existing customers, and brands can reach them on and off the platform, across all devices, at any stage of the customer journey.

Brands who advertise on Amazon have a competitive advantage over those who don’t since they can access unique Amazon audiences on and off the platform.

Google’s search data and Facebook’s interest level data are losing to Amazon. Amazon knows not only who their customers are but exactly what and how they’re buying since users visit Amazon with the intention to buy.

Brands can access Amazon DSP self-service and fully control advertising campaigns run through Amazon DSP to ensure it delivers successful business results. Running campaigns in the Amazon DSP self-service portal does not require any minimum fee commitments and opens your business up to a greater audience.

What is the Amazon target audience? 

Amazon’s target audience data is all about users’ purchasing behavior.  

Marketers can leverage six targeting options available on the platform, including behavioral, lifestyle, contextual, remarketing, lookalike, and advertiser audiences.

Behavioral targeting includes users who have shown certain behaviors, for example, browsing around your product category in the last 30 days.

Lifestyle targeting enables marketers to reach audiences who continually purchase products from a specific category, such as Fitness or Vegan Dieters.

Contextual targeting is based on what users are browsing in real-time.

Remarketing enables brands to re-engage with audiences who already searched, viewed, or purchased your product.

Lookalike audience targeting identifies new users with similar purchasing behaviors to your customers.

The advertiser audience feature is what sets Amazon DSP apart from its competition. This Amazon DSP ads’ feature enables marketers to upload their audiences to the Amazon advertising platform. 

Leveraging Amazon DSP can extensively expand a brand’s audience reach by going beyond the Amazon platform and using Amazon’s audience data to drive conversion traffic to your own site.

Bottom Line: Should you start advertising on Amazon DSP?

When marketers ask the initial question of what is Amazon DSP, there is no short answer.

Amazon DSP is a robust programmatic advertising platform where brands can access inventory on and off Amazon.com. Brands that combine the powerful purchasing behavior data of Amazon users with the platform’s extensive targeting capabilities build more efficient campaigns that reach broader audiences. 

Reaching a broader audience ensures new customer acquisition, increased conversions volume, and ultimately, better business results.

Access the pre recorded webinar that discusses how marketers can use Amazon DSP to reach high-value audiences and convert them on your brand’s site.

Ready to take your ads, and your business, to the next level? 

DELVE is your strategic partner for site-side analytics, campaign management, and advanced marketing science. As experts in various analytic and programmatic platforms, DELVE drives client growth through a data-driven mindset that converts digital inefficiency into hard ROI.

SEE EXAMPLES of our experience and reviews from our clients.

Contact us to learn more about how we help our clients get advertising right.

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