The e-commerce giant, Amazon continues to grow and play a pivotal role in the retail industry. While Google is by far the most popular search engine, a survey from Survata shows that millions of people in the U.S turn to Amazon as their first choice for every product research and purchasing across a wide spectrum of categories.
What Is Amazon DSP & How Can I Use It?
Amazon’s focus and intent has been to grow their advertising business. The company is simplifying and rebranding its ad services to boost their ease of use. The company has renamed Amazon Advertising Platform to the Amazon DSP (demand side platform) which accurately represent the capabilities of this programmatic ad buying tool.
Amazon DSP is a demand-side platform that enables advertisers to programmatically reach Amazon and Advertiser audiences on Amazon affiliate sites and apps, across the web, and on devices.
Now Amazon is everywhere, and seemingly moving into every industry. It recently made great strides in ad tech with its growing DSP business, opening up self-service programmatic ad products, and offering the necessary training programs to make direct connections with ad buyers.
In 2017, research showed that the number of brands using Amazon’s DSP has grown nearly 50%, more than any other buy-side tech platform. Amazon’s DSP is immensely growing and gaining traction because it pitches agencies a self-service option, low fees and most importantly, unique commerce and purchase data that advertisers crave.
Amazon is unmatched when it comes to making smart moves, here’s a look at why Amazon renamed Advertising Platform to Amazon Demand Side Platform to align it more clearly with product functionality.
Exclusive Audience Access
Leverage Amazon first-party shopping insights with your existing audience sources to reach relevant audiences as they actively search, browse, and purchase products on or off Amazon.
Unique, High-Quality Inventory
Programmatically reach your audiences across both Amazon-owned sites and apps, like IMDb, and leading publisher’s sites through direct inventory from Amazon Publisher Services and third-party exchanges.
Amazon uses both their own and third-party solutions, from manual site reviews to real-time bid evaluation, to uphold quality standards and brand safety.
Amazon audience and performance reports show the impact of your advertising throughout the customer journey – from ad exposure to action. This includes unique insights such as brand halo conversions, which help you understand how your campaigns drove results across your entire brand portfolio.