Amazon DSP is Amazon’s demand-side platform that lets you manage and programmatically buy ads both on and off of Amazon. This tool also gives you access to the audience targeting data that is exclusive to Amazon, helping you reach customers across many platforms.
Check out our Amazon DSP Webinar and learn:
And definitely how to incorporate Amazon DSP into your overall advertising strategy.
Amazon offers an entire toolkit of advertising platforms so you can better connect with your audience. Amazon DSP ads fall into three different categories: display, video, and audio.
Most Amazon video ads are short, branded videos that give customers a glimpse at what your product has to offer. These videos will play automatically as long as half of the video is in view on the screen.
Amazon video ads will be seen on all Amazon websites, both on desktop and mobile. This applies to both home pages and product detail pages.
Amazon audio ads let you reach customers who listen to Amazon Music channels. This helps you maintain your connection with your audience even when they’re not on their screens. Audio ads are still in the beta version, so they are not as widely available.
Your audio ads will play on the free Amazon Music, as well as Alexa-enabled devices, like Amazon Echo and Fire TV.
• Amazon only
• Pay-per-click model
All Amazon Properties
+Other Platforms
+Video Format
+Audio Format
Less Effort
Better Targetting
The services Amazon DSP offers may sound similar to sponsored display ads, which is the Amazon advertising solution that distributes ads to customers both on and off of Amazon. The main similarity between the two tools is that they both help you advertise outside of Amazon and are self-service tools.
There are also plenty of key differences between Amazon DSP advertising and display ads. For example, sponsored display ads are PPC model. DSP is a Display or CPM model, meaning that you pay for the number of impressions your ad makes (or how many times it renders on a screen).
Amazon DSP also does more for your advertising than sponsored display. Think of it as an extension of what’s offered with sponsored display ads, since it also encompasses video and audio advertising.
Amazon DSP lets your business run organized advertising campaigns across more channels for less effort. With its streamlined management of Amazon advertising, you won’t have to worry about falling into any pitfalls that lead to
not-so-profitable advertising strategies.
With Amazon DSP, you get all of the tools found in other DSP services with the added benefit of using Amazon’s data. This means gaining access to exclusive audiences and getting to advertise on Amazon-owned platforms like IMDb and Prime Video, along with the rest of the web.
Your ACoS will probably decrease significantly when you utilize Amazon DSP. However, you also shouldn’t focus too much on lowering your ACoS—oftentimes, it will cause more harm than good.
For more on ACoS, read our article,
Why Too Much Focus on Your Amazon ACoS is Actually Hurting Your Business.
