October 25, 2023

Amazon DSP expands modeled Amazon Audiences to international marketplaces

Announced at unBoxed 2023

What launched?

We’ve expanded the modeling of Amazon Audiences to additional marketplaces (CA, UK, DE, FR, IT, ES, NL, SE), following the US launch in Q4’22. Modeled audiences enable us to serve ads to relevant audiences without relying on ad identifiers. As the industry shifts away from third-party cookies and mobile ad identifiers, audience addressability will also decrease. This launch allows advertisers to retain access to Amazon Audiences and expand relevant reach without requiring an ad identifier.

Why is it important?

Amazon DSP offers a catalog of Amazon Audiences based on in-market, lifestyle, and demographic categories. With the inclusion of more available signals and new machine learning models, our standard audiences are now more durable, so you can continue to tell your brand stories in relevant, scalable ways. At Amazon, we have hundreds of millions of direct retail and entertainment customer relationships. These shopping and streaming signals coupled with enriched real-time bidding (RTB) and contextual signals enable us to offer advertisers something third party cookies could never achieve — and that’s the ability to predict real-time interests and serve relevant messages, 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?

  • Amazon DSP

Who can use it?

  • Advertisers do not need to take any action. Modeled audiences are enabled by default on all eligible campaigns

Where is it available?

North America
  • CA
  • US
  • DE
  • ES
  • FR
  • IT
  • NL
  • SE
  • UK