Third-party audiences launch in the Amazon DSP

October 28, 2021

What launched?

Advertisers can now access third-party audiences from branded data providers with a click of a button in Amazon DSP. Third-party audiences can help advertisers reach their objectives by providing frictionless access to thousands of third-party audiences that are complementary to Amazon standard audiences or net new.

For example, advertisers can use ‘IM-Tableware and cutlery’ third-party audience (from Zeotap in the UK) to complement the reach for ‘IM-handmade cutlery’ (Amazon standard audience). Additionally, Travel related advertisers can also use the new travel related third-party audiences (e.g. ‘IM-Budget travel’ or ‘IM-Airlines travel’) to reach relevant consumers.

Why is it important?

Amazon audiences are already highly valued by advertisers, but on their own may not meet all the needs of advertisers. Adding third-party audiences to Amazon’s DSP provides audiences based on off-Amazon activity. Having these third-party audiences natively available in Amazon DSP allows planners to have a holistic view of all the relevant Amazon, advertiser, and third-party audiences in one place.

Where is the feature available?

  • North America: Canada
  • Europe: Spain, Italy, France, Germany, United Kingdom
  • Asia Pacific: Japan

Who can use it?

  • Self-service advertisers (UK, FR, IT, ES, DE, CA, JP)
  • Managed-service advertisers (CA, JP)

Where do I access it?

  • Amazon DSP