We started by asking what we want Amazon DSP to become. And our solution was to develop a more comprehensive DSP that leverages our valuable audience signals and measurement capabilities for our customers’ ad campaigns on any inventory on the internet, so beyond just Amazon.com.
Additionally, we have also increased the quantity of information analysed by our machine learning models, including a broader range of audience signals and outcomes, to continuously enhance campaign performance.
And as advertisers continue to seek ways to improve campaign performance, our latest enhancements have improved delivery accuracy, pacing and ad performance prediction. These upgrades have resulted in a 12.6% increase in CTR for our customers, providing them with greater confidence that their campaign goals will be met, no matter the audience or supply environment.