Launch announcement
Enhance Amazon DSP video campaigns with advanced targeting
December 19, 2024
What launched?
We've launched three new targeting features to help advertisers precisely control their video ad placements on Amazon DSP. Advertisers can now target specific in-stream positions (pre-roll, mid-roll, or post-roll) for streaming TV and online video campaigns, select out-stream placements for online video ads, and target video content based on duration. These features are accessible through both the Amazon DSP user interface and bulksheets, enabling advertisers to align their video campaigns with specific placement requirements and content lengths. Advertisers can access these controls within the line item settings page when creating or editing video campaigns.
To use our new targeting features, users must enable them via the “Add Targeting” button Targeting widget on the Line-Item settings page.
Once the targeting drop down appears, a user can select the relevant settings for their line-item. Once settings are enabled, they are visible via the Targeting Widget
New video targeting controls in Amazon DSP line item settings
Why is it important?
These targeting capabilities help advertisers ensure their video ads appear in optimal positions on streaming TV and online video inventory. By providing granular control over ad placement and content duration, advertisers can better align their campaigns with specific audience engagement opportunities and campaign objectives. These features work on third party and Amazon Publisher Direct (APD) inventory at launch, with expanded coverage planned for Amazon owned and operated inventory in Q2 2025.
Advertisers should note that in-stream position and out-stream position targeting features replace the previous Video Ad Format targeting option. For Streaming TV (STV) lines, only in-stream position targeting is available as all Streaming TV supply is in-stream based on OpenRTB standards. For Online Video (OLV) lines, in-stream position targeting and out-stream position targeting are available.
For users who previously used Video Ad Format targeting to target in-stream or out-stream inventory on Online Video line-items, they are able to
- To target in-stream supply exclusively by enabling in-stream position targeting and targeting all in-stream positions
- To target out-stream supply exclusively by enabling out-stream position targeting and targeting all out-stream positions
- To target both in-stream and out-stream, users do not need to enable in-stream position and out-stream position targeting, they will both be eligible for bidding.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Switzerland, Austria, Finland, Norway, Ireland, Denmark, Luxembourg
- Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Turkey, Morocco, Bahrain, Kuwait
- Asia Pacific: Australia, India, Japan, New Zealand, Singapore, China
Who can use it?
- Self-service advertisers on Amazon DSP
Where do I access it?
- These features are available through the Amazon DSP user interface, Bulk Tool Spreadsheets. In the UI, advertisers can find these controls in the line item settings page when creating or editing video campaigns.
- The three new settings will be made available via API, for the create, list and delete operations.