Launch announcement

Better understand your audiences through demographic, shopping, and streaming insights

October 30, 2024

What launched?

Advertisers can now find three new audience insights types in Amazon DSP: aggregated demographic insights, insights on top retail categories purchased, and insights on top content streamed on Prime Video. These insights are available in addition to the existing insights on overlapping audiences, forecasted reach, and forecasted impressions.

Why is it important?

With Amazon DSP, you can find a wide range of audiences that you can apply to your campaigns. Prior to this launch, audience demographic, shopping, and Prime Video streaming insights were available to API integrators via Persona builder API. Advertisers can now access these insights within Audience Central in Amazon DSP, helping them better understand and engage relevant audiences. Simply click on the desired audience and explore the audience detail page for new insights.

Who can use it?

Managed and self-service advertisers can access audience insights in Amazon DSP. Navigate to the Audiences tab and click on the name of the audience you’re interested in. Click on the Demographic insights, Retail insights, and Media insights tabs to see demographic, shopping, and Prime Video streaming insights, respectively. See the example UI experience below.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: France, Germany, Italy, Netherlands, Spain, Sweden, United Kingdom
  • Middle East: Saudi Arabia, Turkey, United Arab Emirates
  • Asia Pacific: Australia, India, Japan

Where do I access it?

Click on the Demographic insights tab to see aggregated demographic insights for the audience.

Click on the Retail insights tab to see insights on top retail categories purchased.

Click on the Media insights tab to see insights on top actors, directors, series, movies, and genres streamed on Prime Video.