25 October 2023

Amazon Marketing Cloud and Amazon DSP are now integrated with nine Customer Data Platform solutions

Announced at unBoxed 2023

What’s launched?

Amazon Marketing Cloud (AMC) and Amazon DSP are now integrated with Customer Data Platform (CDP) solutions from multiple vendors, including ActionIQ, Adobe, Amperity, Hightouch, Lytics, Relay42, Salesforce, Tealium and Treasure Data. With the integrations, advertisers who are mutual customers of these CDP vendors and Amazon Ads can easily stream in pseudonymised first-party signals of choice into AMC or/and Amazon DSP, where they can utilise these signals for audience building, campaign execution, performance measurement and custom insights. Some CDPs also allow advertisers to take additional actions using outputs from Amazon Ads, such as visualising insights, optimising segmentation of customers and informing marketing tactics at advertises’ owned marketing channels.

Why is it important?

Currently, advertisers who use first-party signals in the absence of third-party cookies and mobile ad identifiers can augment their Amazon Ads efforts by uploading hashed audience lists to Amazon DSP, uploading pseudonymised signals to AMC via API or using AMC uploader from AWS. Advertisers will need to prepare files to be uploaded, including hashing and normalising the signals, and perform the upload via manual execution. Advertisers who upload signals into AMC can join these first-party inputs with other signals using keys including hashed email, hashed phone number, hashed first name, hashed last name and hashed address (including street, city, state, postcode).

Advertisers use CDPs to manage their first-party signals from across channels and sources. Now Amazon Ads advertisers can choose audiences and associated dimensions to bring into AMC from supported CDPs; preparation of the signals of choice will be done automatically; pseudonymised signals will then be streamed into AMC, Amazon DSP or both as they prefer. Advertisers can take advantage of the integrations to orchestrate and close the loop between advertising and marketing operations using cross-source signals. Specifically:

  • Audiences are automatically hashed and streamed into Amazon DSP for direct use in desired Amazon DSP campaigns.
  • Hashed signals streamed into AMC can be joined with other signals from Amazon Ads, third-party providers or other first-party signals uploaded via other methods. Advertisers can then use the signals to perform custom analytics, and generate more holistic insights about channel attribution, shopping journey and audience attributes. Advertisers can also build custom audiences in AMC, and these audiences can then be routed automatically to Amazon DSP for campaign execution. Compared to streaming hashed signals directly into Amazon DSP, streaming them to AMC allows for more flexibility to further segment the audiences or create new audiences leveraging other signals in conjunction.
  • CDP

    Amazon Ad Tech integrations with CDPs

Some CDPs have developed capabilities to turn reporting, insights, audiences generated from AMC and Amazon DSP to other value-add actions for advertisers. For example, global CPG company Mars Wrigley, specifically their Mars Retail Group business, learnt using insights from Treasure Data that a high percentage of Amazon conversions came from an audience that had not purchased on mms.com, and this audience contributed to 68% of the total purchases amongst mms.com visitors. This indicates the effectiveness of acquiring new customers across Amazon stores. The insights also surfaced six attributes of M&M’s customer groups, allowing the brand to make more strategic decisions for their future audience strategy.1

As of October 2023, AMC/Amazon DSP are integrated with CDPs by ActionIQ, Adobe, Amperity, Hightouch, Lytics, Relay42, Salesforce, Tealium and Treasure Data. As we continue to grow Amazon Ad Tech solutions and our partner community, more CDP integrations will be made available to help more advertisers make better use of first-party signals, augment advertising tactics at Amazon Ads and elevate their broader audience strategy. In the meantime, for CDP vendors who are looking to help customers drive more value with their first-party signals, integrating with Amazon Ad Tech solutions allows CDPs to influence advertising strategy and achieve closed-loop marketing execution.

Where do I access it?

  • Customers of AMC/Amazon DSP who use a supported CDP

Who can use it?

  • UI and/or API of CDPs that are integrated with AMC/Amazon DSP. Reach out to your CDP providers or Amazon Ads AdTech account executives to learn more.

Where is it available?

North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • SE
  • TR
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP

1 Mars Wrigley provided information, 2022