Launch announcement

Amazon DSP Contextual Targeting now supports third-party mobile apps

January 22, 2025

What launched?

Amazon DSP Contextual Targeting now supports third-party mobile app inventory, allowing advertisers to target relevant content using Amazon retail categories (Browse Nodes), including mobile app categories.

Contextual Targeting is a contextual solution specific to Amazon DSP that helps advertisers reach consumers based on real-time content consumption, and without relying on ad IDs. Through Amazon’s retail taxonomy of over 40K product categories, advertisers can express the type of content where they want their ads shown on Amazon.com and third-party supply.

Third-party mobile app support is available for Amazon DSP self-service and managed-service advertisers. It can be accessed within the “Targeting” widget in the Amazon DSP.

Why is it important?

Contextual Targeting is a durable strategy to get in front of previously unreachable audiences on systems and browsers like iOS, Firefox or Safari. It also allows for immediate engagement with audiences who are already in a mindset aligned with the content they're consuming. Finally, this approach doesn’t require the use of ad identifiers.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg, poland
  • Middle East: Saudi Arabia, United Arab Emirates, Israel, Morocco, Bahrain, Kuwait, Egypt
  • Asia Pacific: Australia, India, Japan, New Zealand, Singapore, China

Who can use it?

  • Self-service advertisers on Amazon DSP

Where do I access it?

Category Contextual Targeting is available through the Amazon DSP user interface, Bulk Tool Spreadsheets, and API. In the UI, advertisers can find these controls in the line item targeting setting.

API specific

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