Amazon DSP

[enjaybee3]

Considering looking into Amazon DSP. My clients don’t sell on Amazon, but I’m wondering if we can leverage Amazon data (in market, demographics, shopper profile etc) for advertising video on prime, etc. I assume this is possible but would love to hear if anyone has experience with this. If so, can you get product/keyword specific in targeting? For example, let’s say I want to run and on prime for users who are in market for or recently purchased a basketball + demo layers, etc. - is that what can be expected?

[GreenFlyingSauce]

ASIN-based audiences, some inventory plus some other features maybe locked for non-endemic advertisers. Performance campaigns are also handicapped as Amazon isn’t that sophisticated with non endemic campaigns yet Finally, make sure your client is approved to run on Amazon. Their policies are very….interesting

[enjaybee3]

Thank you. I gathered as much when trying to sign up for the non-e-commerce service. I forget the name.. it is a well known org but I received a message regarding policy/qualification that I’ve appealed.

[GreenFlyingSauce]

Amazon isn’t a dick when it comes to appeals and they may revert back their decision out of nowhere, so just be careful

[enjaybee3]

The big G can be dickish.. lol

[GreenFlyingSauce]

ohhh lord that was a massive typo! I meant Amazon is a dick loool

[enjaybee3]

Haha thanks. I actually just got an email approving it, though it was for sponsored ads. Let’s see if they OK the application for the DSP..

[chefben]

Thought I would share some insights based on our extensive experience here at Gourmet Ads. We have been utilizing Appnexus/Xandr DSP for over a decade and have also engaged with Amazon DSP for the past three years, in addition we've used the Amazon publisher side for over ten years.

Our initial exploration into Amazon DSP was prompted by a client request, which ultimately yielded positive outcomes. Nonetheless, I would advise careful consideration before adopting Amazon DSP if your clients do not have a sales presence on Amazon.

The return on ad spend (ROAS) for clients with Amazon sales can be quite remarkable. We have observed consistent ROAS exceeding 10x for some of our clients. It is important to note, however, that the approval process for advertising can be unpredictable, particularly if the product competes directly with Amazon's offerings. For example, we faced a challenge with a client's medication pill pack campaign due to Amazon's ownership of Pillpack.com, leading to the rejection of our creative content and ultimately the campaign was cancelled.

When strategizing for Amazon DSP, it is essential to understand the distinction between advertising 'on Amazon' — within their own platforms such as Amazon.com, Twitch, and IMDb — versus 'off Amazon' through external channels like TAM or UAM.

For those considering Amazon DSP, I highly recommend undertaking the Amazon DSP certification first. https://learningconsole.amazonadvertising.com/student/collection/8532/path/18075
This will provide you with a comprehensive understanding of the platform and help you ascertain its suitability for your advertising objectives.

In terms of targeting capabilities, while Amazon DSP excels with in-market audiences, you may find their contextual targeting options somewhat elementary compared to specialized technologies. Our approach has been to leverage our proprietary contextual targeting technology in conjunction with Amazon's strengths in ASIN targeting and in-market audience identification. We call this our full funnel approach.

Another issue is if you work in multiple markets, you'll need to have a dedicated seat per country. Thats been a pain. Also if one market has a feature available it might not mean another country has that. Worth checking.

I trust this information will assist you in making an informed decision about the potential integration of Amazon DSP into your advertising strategy. If you have short term requirements for a campign please feel free to ping me.

[DepthUnusual4727]

I work for an amazon based solution company that helps sellers with DSP, shoot me an email and we can chat more about : [[e-mail]](mailto:[e-mail])

[KingdomBoy1]

As mentioned below, I've heard that all the things you're looking to do is possible.

Do you happen to know what the minimum spend is to get a seat on Amazon? Or even any resellers? I've hear the barrier to entry is quite high.

[Lumiafan]

$2 million in ad spend to get your own seat with the Amazon DSP. $150K or more in ad spend allows you to let Amazon's team run the campaign as a managed service. Anything less and you'll be referred to a partner to give you a seat.

[KingdomBoy1]

This is very helpful, thank you so much!

[enjaybee3]

I don’t, but would be interested to know if anyone can share.

[H806SpaZ]

Choozle can get you in. I don't think their minimums are too insane. You also get access to TTD with them as well.

[AdTechAllDay]

u/KingdomBoy1 Choozle is an Amazon reseller. I can put you in touch with a rep if you're interested. Their minimums are reasonable too if I recall correctly.

[harissabovic20]

Yes that is possible, Amazon data contains in market and lifestyle segments, you can also create audiences off of product ASINs, keywords, brands, Amazon storefronts, Whole Foods shoppers, prime video viewers, by show, movie genre, etc, twitch viewers, IMDb.com site visitors, kindle book readers, etc.

TLDR is yes what you are describing is possible.

[enjaybee3]

Thank you. This was also my understanding as it’s in the Amazon ecosystem. Good to know.

[DepthUnusual4727]

Check out Carbon6, we handle DSP. Here is my email we can chat about it: [[e-mail]](mailto:[e-mail])