Sponsored Display signals now available in Amazon Marketing Cloud

June 23, 2022

What launched?

Sponsored Display ads engagement and conversion signals are now available in Amazon Marketing Cloud (AMC). Companion instructional queries (IQs) are also provided to support advertisers’ use of these signals in custom analytics.

Why is it important?

Advertisers can already use ad signals of Sponsored Products and Amazon DSP media in AMC to uncover a wide range of insights that serve their unique analytic and marketing goals. With the addition of Sponsored Display signals in AMC, advertisers can dive deeper into assessing the performance of their Sponsored Display campaigns, gain additional visibility into the total and incremental impact of different ad formats, conduct more comprehensive cross-media attribution, and obtain more thorough understanding of customer journey.

The companion IQs launched together with the new AMC signals help guide advertisers to more easily explore common analytic topics pertaining Sponsored Display:

  • How to JOIN and UNION sponsored ads traffic with conversions” provides guidance on cross-media signals joining and related use cases.
  • How to query Sponsored Display traffic” provides guidance on Sponsored Display media deep dive and viewability rates calculation.
  • Sponsored Display and Amazon DSP overlap” supports the evaluation of Sponsored Display’s impact when used together with Amazon DSP media.
  • Sponsored Display and Sponsored Products overlap” supports the evaluation of Sponsored Display’s impact when used together with Sponsored Products.

We have also made edits to some existing instructional queries to outline how Sponsored Display signals can be used in those analytic contexts.

Where is it available?

North America
  • CA
  • MX
  • US
South America
  • BR
  • DE
  • ES
  • FR
  • IT
  • NL
  • UK
Middle East
  • KSA
  • UAE
Asia Pacific
  • AU
  • IN
  • JP
  • SG

Where do I access it?

  • These new signals can be accessed via AMC web UI or through the AMC API. Companion instructional queries can be accessed under the “Instructional queries” tab in AMC web UI.

Who can use it?

  • Registered Amazon Marketing Cloud advertisers who run Sponsored Display campaigns.

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