October 15, 2024
Build a holistic first-party data strategy with Ads data manager
Announced at unBoxed 2024
What launched?
Announced at unBoxed 2024, Ads data manager (ADM) is a new standalone offering that simplifies and streamlines the process of first-party data management across Amazon Ads ad tech. ADM is a privacy-safe, easy-to-use interface that lets advertisers and their partners onboard their data once and securely reuse it across our ad products ( e.g. Amazon DSP or Amazon Marketing Cloud) for measuring conversions, engaging relevant audiences, and optimizing campaigns for sustainable business growth- all while retaining visibility and control of their data.
See all your first-party data in one interface, within the Amazon Ads Console.
Bring your first party data using our UI uploader, Amazon Ads APIs, or connect through one of our integrated partners like Customer Data Platforms.
Onboard your first party data once and securely reuse it across all of your advertiser accounts as well as for different use cases across all the advertiser first-party data enabled features within Amazon Ads
View your uploaded data and key upload statistics.
Why is it important?
Advertisers' first party data is crucial for measuring campaign success and driving better marketing outcomes. As customers adapt to reduced dependence on third party cookies and mobile advertising IDs, they are increasingly reliant on their first party data as critical inputs into audiences, measurement, optimization strategies. To enable advertisers to unlock and scale the value of their first party data, we are launching Ads data manager. Through ADM, advertisers can access a single solution within Amazon Ads to build a holistic first party data strategy. Some of the key product differentiators include:
- Simplified and intuitive CX for data management: We are making data onboarding frictionless, Amazon Ads advertisers (and their partners) will access a unified interface which natively receives data through Amazon Ads Console UI, connected APIs and CDP integrations.
- Interoperable experience across all Amazon Ad Tech products: You can upload your data once and reuse it across all 1p data features of ad products (ADSP, AMC) to activate it for various use cases, all through one simple interface.
- Fast-track onboarding via integrated partners: You will be able to easily stream data wherever you traditionally house it, this will be made possible through a connector library that offers integrations with partners like CDPs, MMPs.
- Secured data environments: ADM is a secure data environment with user-level access controls, giving you the ability to create isolated data environments for different use cases — all with end-to-end encryption.
- Seamless hand-off between brands and agency partners: ADM will allow for streamlined data connections across advertisers and agency partners.
Where do I access it?
- Amazon Ads console
- Amazon Ads API
Who can use it?
- All Amazon Ads customers with manager account access can start using ADM
Where is it available?
- CA
- MX
- US
- BR
- DE
- ES
- FR
- IT
- NL
- PL
- SE
- TR
- UK
- UAE
- AU
- CN
- IN
- JP
Ads data manager API support
The Ads data manager consolidates all of Amazon’s Advertiser Data APIs into a single API collection for ease of integration. The main API functions are:
- DataSet APIs: Manages datasets. Datasets are tables with a specific schema. You may use this API to delete a dataset.
- Audience APIs: Creates an dataset with the audience dataset type. This API serves as a shortcut to create an audience dataset directly. Audiences are treated the same as general datasets, but have a pre-defined schema template used for audiences.
- Sharing Rules APIs: Sharing rules allow you to list current dataset shares with linked advertiser accounts. You may also create new sharing rules to make datasets available for use in advertiser accounts for a specific application.
- Status APIs: Provides reporting on the status of uploads, size of your datasets, and volume of data that has been made available for a given sharing rule.
- Seamless hand-off between brands and agency partners: ADM will allow for streamlined data connections across advertisers and agency partners.
You may find out API documentation and onboarding guides here.