Our new algorithm upgrades have improved Amazon DSP capabilities to buy anywhere on the internet, where we have direct access to tens of thousands of sites and apps, as well as third-party exchanges using Amazon Audiences, measurement, and signal-based marketing to make it a full-featured, enterprise DSP.
This means a hotel or car rental brand, for example, can reach customers who recently purchased luggage more efficiently through both traditional and emerging channels.
We’ve also enhanced tools our customers are already familiar with to better connect with hard-to-reach audiences. Our key differentiator, however, is that we’re combining those products with all the unique capabilities that Amazon Ads can offer. Customers who used contextual and modeled ways to reach audiences saw an increase in incremental addressability by 20% to 30% on previously unaddressable inventory such as Safari, Firefox, and iOS.