Retain access to Amazon Audiences as ad addressability evolves

October 26, 2022

What launched?

Amazon Audiences now take into account a variety of new signals so you can reach more consumers who express the interests and behaviors relevant to your business goals. Using Amazon insights we are able to expand campaign reach to audiences that don’t have advertising identifiers but are likely to drive the desired outcome.

Why is it important?

As our industry experiences changes to ad identity, brands need a trusted partner to help them navigate the necessary changes with the support of ad technology. At Amazon, we have hundreds of millions of direct retail and entertainment customer relationships. These shopping and streaming signals enable us to offer advertisers something third party cookies could never achieve — and that’s the ability to reach relevant audiences while deeply respecting user privacy. With these enhancements, advertisers can retain access to Amazon Audiences at scale as advertising identifiers go away.

Where do I access it?

  • This update is automatically applied to line items using Amazon Audiences on Amazon DSP in the United States, and no additional action is needed to take advantage of this new opportunity.

Who can use it?

  • Self-service Amazon DSP advertisers and partners

Where is it available?

North America
  • US