Launch announcement
Unlock the potential of app campaigns with Amazon DSP events manager
February 13, 2024
What launched?
Announced at unBoxed 2023, Amazon DSP events manager brings advertisers to a central location on Amazon DSP to pass back events and conversions that are happening outside the Amazon store, for better attribution and audience creation use cases. Currently in beta, we’re now expanding this capability to mobile apps through MMP (Mobile Measurement Partners) integrations, so advertisers can seamlessly pass back to Amazon DSP, conversion attributes and values for their app installs and in-app events in real-time. This approach empowers advertisers to more effectively launch app marketing campaigns with diverse funnel objectives, offering a comprehensive attribution view and the ability to create more customized audience segments.
Currently available in the US, Canada, Mexico, and Brazil for Android and Fire TV/tablet devices, this capability is set for further expansion in 2024. Complementing this, the solution integrates seamlessly with industry-leading Mobile Measurement Partners (MMPs) like Kochava, Adjust, and Singular, with more to come.
Why is it important?
Integrating Amazon DSP events manager into campaign strategies enhances advertisers' ability to track mobile conversions beyond the Amazon store, linking them directly to their Amazon DSP campaigns. Advertisers gain access to detailed reporting, including insights on ad spend, Amazon-attributed conversions, and conversions attributed by Mobile Measurement Partners (MMP), offering a comprehensive performance overview. It also enriches Amazon DSP with detailed app marketing metrics, bolstering its capacity to optimize campaigns focused on app-specific conversion events such as cost per install (CPI), cost per action (CPA), and return on ad spend (ROAS).
Amazon DSP events manager also enables advertisers to fully leverage their first-party app conversion signals, tailoring audiences based on specific app install or in-app event conversion signals that are most relevant to their objectives. By combining these with Amazon Ads' first-party insights and advanced machine learning, they can expand their reach effectively to reach audiences who are most likely to convert.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
Who can use it?
- Managed service
- Self-service