Launch announcement

Use one creative tag to target both mobile and desktop on Amazon DSP

May 30, 2024

What launched?

Third-party display is a new ad experience that consolidates Amazon DSP’s legacy creative templates, including “Third party” and “Third party mobile AAP” templates. With this launch, Amazon DSP customers only need to create one third-party creative to target both desktop and mobile placements. The new third-party display supports 54 placement sizes. We are also adding a new “THIRD_PARTY_DISPLAY” adExperience under the “THIRD_PARTY” adCreativeFormat Type in the Amazon DSP Creative API. This API addition will enable third-party ad servers to build creative workflow integrations with Amazon DSP, which is expected to reduce errors in creative trafficking and thus reporting discrepancy.

The customer workflow is as follows:

  1. Under the “Display” tab, click Continue from the “Third-party-served display” section
  2. New creative

    Navigate to third-party display template

  3. Select size, paste the third-party creative tag into the “Tag Source” field and fill in the other fields according. All the steps are exactly the same as how a user fills in the template of legacy “Third Party” or “Third Party Mobile AAP” template.
  4. Creative

    Creative settings of third-party display template

  5. Save the creative and associate it with the compatible line item types. The consolidated third-party display can be associated with the new line item types “Display” as well as the legacy line item types “AAP - mobile app” and “Standard display”.

Why is it important?

Third-party display creatives are used widely by customers who use ad servers to centralize their creative management. Third-party display outgrows first-party display in terms of impressions served, and is prevalent in many verticals such as financial services, auto, and telecom. The customer workflow for using third party display creatives is like below.


Customer workflow

Before this launch, Amazon DSP supported two 3P display creative types in Self-Service globally:

  • Third Party: target Amazon-owned and non-Amazon-owned desktop inventory
  • Third Party - mobile AAP: target non-Amazon-owned mobile inventory

This new “third-party display” template consolidates the two legacy templates and can be used to target both desktop and mobile, saving time and effort for traders.

This launch improves Amazon DSP’s interoperability with third-party ad servers by expanding the coverage of the third-party API to customers worldwide. A globally accessible third party API has been requested for years by many API customers as well as ADSP-approved third-party ad servers. With this API upgrade, third-party ad servers can integrate the API into their existing features to automate creative trafficking workflow. Such automation has proved to reduce human errors in creative tag trafficking.

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?

  • Self-service advertisers

Where do I access it?

  • Amazon DSP