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What's new with Amazon DSP

New releases: 1-Jan through 30-Jun 2019

Amazon audiences

Audience builder (available in US, CA, UK, DE, FR, IT, ES, JP, IN, MX, AU)

Advertisers can use Audience builder to create audiences based on relevant shopping interactions on Amazon on a self-service basis.

Learn more in the Amazon DSP help center.

Overlap report (available in US, UK, DE, FR)

Overlap reports help determine audiences to include in Amazon Advertising campaigns, extend reach with new overlapping audiences, and/ or refine creatives and messaging to better resonate with those likely to be interested in the advertiser’s brand.

Audience insights consideration period (available in US, CA, UK, DE, FR, IT, ES, JP, IN, MX, AU)

This insight helps brands understand how long it takes their customers to make a purchase decision after looking at a given product. This informs lookback windows, remarketing strategies, and timing of promotions to help drive purchases when customers are considering a product.

Learn more here.

New audiences that support advertising verticals

Supporting the entertainment vertical, we launched audiences based on favorite streaming genres (available in all locales) and audiences based on maturity ratings (available in US only).

Ad formats

Billboard (available in US, CA, UK, DE, FR, IT, ES, JP)

This 970x250px below-the-fold placement is now available through Amazon DSP for self service customers on desktop. This format is helpful in achieving scale or diversifying placements across Amazon owned and operated (O&O) sites.

Mobile interstitial (available in US, UK, FR, IT, ES)

The 2560x2560px sits at the bottom of phone and tablet detail pages and uses a single clickable image across all devices and orientations.

Review available formats.

Measurement and reporting

New-to-brand reporting (available in US, CA, UK, DE, FR, IT, ES, JP)

New-to-brand metrics enable you to measure sales of your products generated from first-time customers of your brand on Amazon. With new-to-brand metrics, you can better measure and optimize campaigns in-flight, as well as plan future marketing strategies to drive customer acquisition and brand loyalty. New-to-brand metrics are available in downloadable report templates, and as optional fields within campaign management tables, and performance dashboards.

Learn more here.

Over-The-Top (OTT) video and measurement

IMDb TV (available in US)

Expanding our video supply is a big priority for Amazon DSP and we are excited about the launch of IMDb TV earlier this year. In addition to being available in the US on the IMDb website and as a free channel within the Prime Video app across hundreds of devices, IMDb TV is available on Fire TV, the #1 streaming media product in the US with over 34 million active users.1

Nielsen Digital Ad Ratings (DAR) integration (available in US)

Previously available for desktop/mobile video and display, Nielsen DAR measurement is now available for OTT, Fire TV inline banner, and Fire Tablet ad products. DAR reports on a campaign's actual digital advertising reach -- audience profiles of who actually viewed an ad. Reporting metrics include unique audience, average frequency, and on-target percentage, among others. The ability to measure OTT using DAR means clients can more closely align television performance with OTT.


3rd party pre-bid supply quality

We now have more integrations with third-party viewability, brand safety, and invalid traffic solutions including DoubleVerify, Moat, and Integral Ad Science (IAS). See the full list of integrations across locales.

Private marketplace (PMP) deals in PMP impression forecasts (available in US, CA, MX, UK, DE, FR, IT, ES, JP, IN,AU)

Customers can now forecast inventory availability within PMP deals when setting up a line item using Amazon Publisher Services (APS) or third-party exchanges. This helps with pre-campaign strategizing, including understanding reach limitations before a campaign goes live.

Deal report enhancements (available in US, CA, MX, UK, DE, FR, IT, ES, JP, IN, AU)

The addition of bid request and bid response data gives Amazon DSP users insight into issues that impact PMP delivery including win rate and floor price. This helps Amazon DSP users troubleshoot and make mid-flight optimizations.

Usability enhancements across Amazon DSP

In 2018 we made Amazon DSP more familiar, intuitive, and efficient. Day-to-day campaign management has been simplified with less steps required to manage campaigns and flexible reporting solutions. Amazon DSP continues to evolve with new usability related features. This year to date, we have focused on the below:

Bulk editing (available in US, CA, UK, DE, FR, ES, IT, JP)

You can now bulk edit the domain, audience, and location targeting settings beyond 50 line items. Previously, you could only replace audiences in bulk. Now you are able to further customize who you reach with a modify feature, which lets you add and remove audiences.

Learn more here.

Custom reports (available in US, CA, UK, DE, FR, ES, IT, JP)

Custom reports are available within Amazon DSP report center. You can now configure your reports to run across all advertisers or orders, project multiple dimensions, and include only the metrics you specify.

Learn more here.

News about Amazon Advertising

For more information on any of the topics above, please reach out to your Amazon representative.

1Amazon internal data, March 2018, “Monthly active users represented an Amazon customer account who used Fire TV in the given calendar month”