Launch announcement

New standard display reduces the time to build a creative by 70%

November 15, 2023

What launched?

Announcing standard display, a new API-first ad experience that allows Amazon DSP (ADSP) customers to upload multiple image assets across 3 creative types all in one single workflow. This ad experience consolidates and will eventually replace three creative types (image, mobile O&O and mobile AAP).

Creative template

UI of standard display creative

Why is it important?

It can be time-consuming to build creatives on Amazon DSP. Today customers have to create a new creative if they want to add an asset of a new size; they also need to create different creatives when they use the same asset to buy on display vs mobile, or to buy Amazon-owned inventory vs third party supply. As a consequence, even though Amazon DSP supports 62 sizes of placements, by average a campaign only uses 3.6 sizes; including too few sizes in their campaign in turn limits their campaigns from fully delivering.

The new standard display creative has simplified all of this. With this launch, customers can upload up to 10 image assets all at once and see immediately which images are supported by which line item types. This feature is supported for Amazon DSP UI and the Amazon Ads API. After uploading images, they will immediately see in the UI which images are supported by which line item types. They will also see a reminder to update relevant assets to higher resolution so they can be used to target mobile O&O inventory.

In Sept, we launched this feature to 80 customers and received great feedback. Some customers estimated this feature would reduce their creative trafficking time by 70%; others acknowledged the feature made it much easier to try new creative sizes.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Switzerland, Austria, Finland, Norway, Ireland, Denmark, Luxembourg, Turkey
  • 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?

  • Managed service
  • Self-service

Where do I access it?

  • Amazon DSP