Launch announcement
Maximize your brand goals efficiently with goal-based bidding in Amazon DSP
September 19, 2024
What launched?
Amazon DSP has launched goal-based bidding, which helps advertisers improve reach and frequency results to maximize outcomes for their brand awareness campaigns. Advertisers specify their reach and frequency goals, and Amazon DSP automatically optimizes bids in real time to maximize these goals. Goal-based bidding leverages user and impressions signals alongside Amazon models to deliver efficient reach and frequency. With this release, advertisers benefit from optimizations for both delivery and performance goals.
Campaign Creation for Brand (Reach & Frequency) Goals
Campaign Reporting: Goal Metric Status
Why is it important?
Goal-based bidding can be used to achieve higher unique user reach or achieve an optimal frequency goal per user. Fine-tuning reach and frequency is crucial for brand advertisers who seek to drive efficient outcomes. Amazon DSP now allows advertisers to maximize viewable reach and frequency and reduce inefficiency caused by under- and over-frequency. You can now specify a KPI target when creating a frequency campaign—for instance, you can set a target frequency of 2 times per week and choose “Prioritize spending budget in full, while maximizing performance (default)” as the optimization strategy. This allows advertisers to maximize campaign goals such as cumulative user reach or optimal frequency, while ensuring that the campaign budgets are also delivered in full.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
- Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
- Asia Pacific: Australia, India, Japan, New Zealand, China, Singapore
Who can use it?
- Amazon DSP advertisers worldwide, including managed (both Reach & Frequency) and self-service (Frequency only), running display, and video non-guaranteed
Where do I access it?
API specific
- Goal-based bidding is part of the “optimization“ field of the order object. For full techincal details, Please read here