Amazon DSP is a demand-side platform that enables advertisers to programmatically purchase display and video ads. Amazon DSP is a new name, the full name is Demand Side Platform, formerly known as Amazon Advertising Platform.
Compared with other Amazon ads, DSP ads have many targeting modes and a wide range of options.
1. Demographic targeting
Segment the user’s gender, age, family income, marital status, etc. This targeting method is currently only applicable to the US market.
2. Lifestyle targeting
Segment the user’s lifestyle based on the user’s search, browsing, and purchase data in the past 12 months, for example, whether the user likes sports or likes to play video games.
3. In-Market targeting
Analyze whether the user has expressed a purchase intention for a certain category of goods based on the user’s browsing path in the past 30 days. For example, a seller of HDMI cables may want to serve their ads to users who have browsed HDTVs in the past 30 days, because these users are very likely to buy HDMI cables.
4. Contextual targeting
This targeting method is not determined based on the user’s past behavior, but rather determines whether the ad should appear on the page the user is browsing based on the context of the page the user is currently browsing.
5. Re-marketing
If a user has browsed the seller’s promoted products within a certain period of time but did not buy them, the seller can use remarketing and re-targeting to deliver ads to the user. The seller can also use remarketing to deliver ads to users who have browsed all the seller’s brand products or similar products but did not buy them. This type of targeting method is more suitable for sellers with short-term investment goals.
6. Audience lookalike
For example, if the seller’s product is relatively niche, it can be expanded through similar audiences, find people who have purchased the product before, and deliver ads to them. Sellers can also provide custom segmented seed populations, and Amazon will conduct similar population expansion.
7. Advertiser Audience
If the seller has an independent website or its own CRM system, and the number of people is large enough, the Amazon advertising platform can be connected with the seller’s system to perform encrypted matching of the people, so as to achieve more people segmentation and targeting.
The above is the positioning method of DSP advertising. Compared with the previous advertisements that are either keyword-targeted or product-targeted, the positioning method of DSP will be more diversified. Generally speaking, DSP advertising is divided into two basic display forms: Display Ads and Video Ads. If the division is more detailed, there will be the following 5 display modes:
①Desktop display ads;
②Mobile banner ads;
③Mobile gapless ads;
④Image and text ads;
⑤In-stream video ads.
Amazon DSP advertising provides self-service and managed service options, and the specific delivery work is carried out in the following way. Under self-service, sellers have full control over their advertising activities and no management fees. However, the initial operation is difficult and particularly time-consuming. For sellers who do not want to operate the advertising themselves, the managed service option is a good solution, that is, to find a third-party advertising company to do the advertising on their behalf. This requires a certain amount of management fees, and the managed service option usually requires a minimum of $5,000 in advertising fees. Amazon sellers who want to register for Amazon DSP can contact Amazon advertising consultants to complete the registration.