October 15, 2024
Deliver more relevant ads everywhere, independent of ad ids, with Ad Relevance
Announced at unBoxed 2024
What launched?
Ad Relevance is an innovative approach to deliver relevant ads for all products and services advertised through the Amazon DSP. It’s built on Amazon Ads’ extensive understanding of what creates great shopping experiences and their connection with ad interactions, interests, and cadence of actions along the path to purchase. It uses the latest in AWS-powered AI to analyze billions of browsing, buying, and streaming signals in conjunction with real-time information about the content being viewed to understand where customers are in their shopping journeys, and serves them relevant ads across devices, channels, and content types without needing ad ids.
Why is it important?
The signals available for digital advertising have substantially evolved in recent years, and they will continue to do so. Ad Relevance ensures that advertisers can maintain meaningful connections with consumers throughout their day wherever they’re spending their time, whether ad IDs are present or not. What sets Amazon Ads apart in driving relevance is our unique AI-powered and signal-driven approach, built on trust-based relationships with hundreds of millions of consumers and their interactions over the years. These have provided us with deep insights that inform our models and help boost performance.
Ad Relevance already powers many of Amazon Ads products, including Contextual Targeting, similar audiences and Performance+. It is delivering meaningful impact for brands, including extending addressability on up to 65% of previously anonymous supply, lowering CPMs by up to 34%, and improving CPCs by 8.8% — all with 100% budget delivery.
Where do I access it?
- Amazon DSP
- Amazon Ads API
Who can use it?
- Self-service advertisers
Where is it available?
- CA
- MX
- US
- BR
- DE
- ES
- FR
- IT
- NL
- SE
- TR
- UK
- KSA
- UAE
- AU
- IN
- JP