Amazon DSP Announces Next-Generation Ad Tech for Precise Full-funnel Reach and Performance
At unBoxed 2024, Amazon Ads unveiled innovations for the Amazon Demand-side Platform (DSP) to enhance full-funnel audience reach and campaign optimization. Key announcements include:
1. A new user experience with simplified workflows, reducing campaign setup time by 75%.
2. New insight cards and machine learning recommendations for quick performance audits.
3. Enhanced frequency cap controls and reporting, saving up to 26% of campaign budgets.
4. An ads data manager for secure first-party data integration across Amazon DSP and Amazon Marketing Cloud (AMC).
5. Improved interoperability with AMC and Amazon Publisher Cloud for custom audience creation.
6. Enhancements to Performance+, an AI-driven optimization tool, showing a 51% improvement in customer acquisition costs.
Durante unBoxed 2024, Amazon Ads ha presentato innovazioni per la Amazon Demand-side Platform (DSP) al fine di migliorare la portata del pubblico e l'ottimizzazione delle campagne. Tra gli annunci principali ci sono:
1. Una nuova esperienza utente con flussi di lavoro semplificati, che riducono il tempo di configurazione delle campagne del 75%.
2. Nuove schede di analisi e raccomandazioni basate su machine learning per audit delle performance rapidi.
3. Controlli migliorati delle limitazioni di frequenza e reportistica, consentendo di risparmiare fino al 26% dei budget delle campagne.
4. Un gestore di dati pubblicitari per l'integrazione sicura dei dati primari attraverso Amazon DSP e Amazon Marketing Cloud (AMC).
5. Maggiore interoperabilità con AMC e Amazon Publisher Cloud per la creazione di pubblici personalizzati.
6. Miglioramenti a Performance+, uno strumento di ottimizzazione guidato dall'IA, che mostra un miglioramento del 51% nei costi di acquisizione dei clienti.
En unBoxed 2024, Amazon Ads presentó innovaciones para la Amazon Demand-side Platform (DSP) con el objetivo de mejorar el alcance del público y la optimización de campañas. Los anuncios clave incluyen:
1. Una nueva experiencia de usuario con flujos de trabajo simplificados, reduciendo el tiempo de configuración de campañas en un 75%.
2. Nuevas tarjetas de información y recomendaciones de machine learning para auditorías de rendimiento rápidas.
3. Mejores controles de límites de frecuencia e informes, ahorrando hasta un 26% del presupuesto de las campañas.
4. Un gestor de datos publicitarios para la integración segura de datos de primera parte a través de Amazon DSP y Amazon Marketing Cloud (AMC).
5. Interoperabilidad mejorada con AMC y Amazon Publisher Cloud para la creación de audiencias personalizadas.
6. Mejoras a Performance+, una herramienta de optimización impulsada por IA, que muestra una mejora del 51% en los costos de adquisición de clientes.
unBoxed 2024에서 Amazon Ads는 Amazon Demand-side Platform (DSP)에 대한 혁신을 발표하여 전체 잠재 고객 도달 범위 및 캠페인 최적화를 향상시켰습니다. 주요 발표 사항은 다음과 같습니다:
1. 간소화된 작업 흐름을 통한 새로운 사용자 경험으로 캠페인 설정 시간을 75% 단축했습니다.
2. 빠른 성과 감사용 인사이트 카드 및 머신 러닝 추천 기능을 새롭게 도입했습니다.
3. 캠페인 예산의 최대 26%를 절약할 수 있는 향상된 빈도 제한 조절 및 보고 기능을 제공합니다.
4. Amazon DSP와 Amazon Marketing Cloud (AMC)를 통해 안전한 1차 데이터 통합을 위한 광고 데이터 관리자를 도입했습니다.
5. 맞춤형 잠재 고객 생성을 위한 AMC 및 Amazon Publisher Cloud와의 상호 운용성을 개선했습니다.
6. 고객 획득 비용이 51% 개선된 AI 기반 최적화 도구 Performance+의 개선 사항이 포함되어 있습니다.
Lors de unBoxed 2024, Amazon Ads a dévoilé des innovations pour la Amazon Demand-side Platform (DSP) afin d'améliorer la portée de l'audience et l'optimisation des campagnes. Les annonces clés comprennent :
1. Une nouvelle expérience utilisateur avec des flux de travail simplifiés, réduisant le temps de configuration des campagnes de 75%.
2. De nouvelles cartes d'informations et recommandations basées sur l'apprentissage automatique pour des audits de performance rapides.
3. Des contrôles améliorés des plafonds de fréquence et des rapports permettant d'économiser jusqu'à 26% des budgets des campagnes.
4. Un gestionnaire de données publicitaires pour une intégration sécurisée des données de première partie via Amazon DSP et Amazon Marketing Cloud (AMC).
5. Une interopérabilité améliorée avec AMC et Amazon Publisher Cloud pour la création d'audiences personnalisées.
6. Améliorations de Performance+, un outil d'optimisation piloté par l'IA, montrant une amélioration de 51% des coûts d'acquisition clients.
Auf unBoxed 2024 hat Amazon Ads Innovationen für die Amazon Demand-side Platform (DSP) vorgestellt, um die Reichweite des Publikums und die Optimierung von Kampagnen zu verbessern. Zu den wichtigsten Ankündigungen gehören:
1. Eine neue Benutzererfahrung mit vereinfachten Workflows, die die Einrichtungszeit für Kampagnen um 75% reduziert.
2. Neue Einsichtskarten und Empfehlungen auf Basis des maschinellen Lernens für schnelle Leistungsüberprüfungen.
3. Verbesserte Kontrollen der Frequenzobergrenzen und Berichterstattung, wodurch bis zu 26% der Kampagnenbudgets eingespart werden können.
4. Ein Datenmanager für Werbung zur sicheren Integration von First-Party-Daten über Amazon DSP und Amazon Marketing Cloud (AMC).
5. Verbesserte Interoperabilität mit AMC und Amazon Publisher Cloud zur Erstellung benutzerdefinierter Zielgruppen.
6. Verbesserungen von Performance+, einem KI-gestützten Optimierungstool, das eine Verbesserung von 51% bei den Kundengewinnungskosten zeigt.
- New Amazon DSP experience reduces campaign setup time by 75%
- Enhanced frequency cap controls save up to 26% of campaign budgets
- Performance+ drives 51% improvement in customer acquisition costs
- Integration of first-party data across Amazon DSP and AMC
- Custom audience creation through AMC, Amazon DSP, and Amazon Publisher Cloud collaboration
- None.
Insights
Amazon's new DSP features represent a significant leap in ad tech capabilities. The simplified workflow and 75% reduction in campaign setup time address major pain points for advertisers. The frequency cap controls enabling
The integration of first-party data through the ads data manager is a game-changer, allowing for more precise targeting across Amazon's ecosystem. The AI-driven Performance+ optimization, with its
These innovations position Amazon as a formidable competitor in the ad tech space, potentially challenging established players like Google and Facebook. For investors, this signals strong growth potential in Amazon's advertising revenue stream, which could become an increasingly important contributor to the company's bottom line.
Amazon's DSP enhancements are strategically timed with the rise of streaming TV and the increasing demand for cross-channel advertising solutions. The company is leveraging its unique position in e-commerce and streaming (Prime Video) to offer advertisers a comprehensive full-funnel approach.
The case studies presented, such as Fiverr's
For investors, this move signals Amazon's commitment to diversifying its revenue streams beyond e-commerce and cloud services. The ad tech innovations could drive significant growth in the high-margin advertising segment, positively impacting Amazon's overall financial performance and stock valuation.
Amazon unveils an all-new Amazon DSP experience, enhanced interoperability, and simplified full-funnel optimization
“The digital advertising landscape is rapidly evolving, with streaming TV becoming mainstream and full-funnel, cross-channel reach and measurement taking center stage. We’re inventing ad tech that makes it easier for all advertisers to navigate this evolution with precise reach, deeper insights, and direct measurement,” said Kelly MacLean, Vice President of Amazon DSP. “Amazon DSP can uniquely drive top-to-bottom outcomes on Amazon’s properties, such as the store and Prime Video, as well as across leading streaming apps and premium publishers. We look forward to seeing advertisers leverage the capabilities announced today to fuel their business growth and engage more customers.”
Improved usability and ease of use
To increase advertiser efficiency, Amazon DSP is launching a new user experience with simplified workflows to enable campaign creation in just a few clicks. In early tests, the new consolidated display line-item feature reduced campaign setup time by
When advertisers visit their campaign health overview page, they will now see new insight cards and machine learning recommendations that help them quickly audit their campaign performance and make adjustments. For example, an advertiser may see an insight card that shows their campaign is currently underdelivering; they can review the accompanying recommendation and click to automatically apply that optimization. Amazon DSP will centralize and expand these cards within a new campaign management hub in 2025.
Amazon DSP enhancements also include new frequency cap controls and reporting to simplify frequency management. Advertisers can now use the frequency groups feature to holistically manage their frequency caps across multiple campaigns, channels and devices—such as capping ad frequency at a household level. Advertisers using these frequency cap controls have saved up to
“Amazon DSP's frequency management and target frequency capabilities exceed those of other DSPs. In particular, the frequency cap insights report is the most thought-through report we have seen among all DSPs,” said Megan Pagliuca, Chief Activation Officer, Omnicom Media Group.
Enhanced interoperability across Amazon ad tech
Amazon Ads is also launching an ads data manager. This easy-to-use interface enables advertisers to securely upload their signals once, and then use them across Amazon DSP and Amazon Marketing Cloud (AMC) to engage relevant audiences, measure conversions, and optimize campaigns. It’s integrated with providers like Treasure Data, Salesforce, and Tealium, so advertisers can import their first-party data from wherever they store it. Today advertisers can use ads data manager to connect their first-party data with Amazon DSP audiences, and it will be fully integrated with the Amazon DSP and AMC in 2025.
Through the powerful combination of AMC, Amazon DSP, and Amazon Publisher Cloud, advertisers are now able to create custom audiences tailored to their business goals, then overlay them with signals from Amazon Ads and third-party publishers to increase their efficacy. This direct collaboration creates a new way for advertisers to launch enhanced deals with premium third-party publishers using their custom audiences—enriched with precise signals from the publisher and Amazon Ads to increase relevancy and campaign performance.
Xmars recently activated a campaign for Bedsure with AMC audiences and Amazon Publisher Cloud, which were enhanced with publisher-signals from a leading publisher, resulting in a 2.2X uplift in reach among the brand’s desired audiences. It also had an approximately
Simplified campaign optimization with AI-driven performance
Amazon Ads also announced enhancements to Performance+, the always-on, automated optimization capability within Amazon DSP. Performance+ uses advertiser-provided signals and predictive AI to automate audience relevancy and campaign optimization for lower-funnel goals, like conversion and customer acquisition. It sets up campaigns, builds custom audiences, and continuously optimizes toward the advertiser’s stated KPIs. Results to date show that Performance+ drive a
New Performance+ tactics, now in open beta, expand advertiser campaign strategies to include remarketing and retention, in addition to the prospecting tactic that was already available. The entire workflow has been streamlined to as few as four clicks, while still providing flexible optimization controls and transparency. Advertisers simply choose their campaign goal, such as conversion, awareness, or consideration; choose their KPI, such as cost-per-acquisition (CPA) or return on ad spend (ROAS); and choose their Performance+ tactic: prospecting, remarketing, or retention. Performance+ campaigns continually optimize performance against these specifications to deliver the right results.
Fiverr, a company connecting businesses with freelancers, used the Performance+ prospecting tactic to drive automated performance. Within a month, Fiverr saw a
To learn more about all of the announcements at unBoxed 2024, go to ads.amazon.com.
About Amazon Ads
Amazon Ads offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale. Amazon Ads connects advertisers to highly relevant audiences through first-party insights; extensive reach across premium content like Prime Video, Twitch, and third-party publishers; the ability to connect and directly measure campaign tactics across awareness, consideration, and conversion; and generative AI to deliver appropriate creative at each step. Amazon Ads reaches a monthly ad-supported audience of 275 million+ customers across owned and operated properties in the
About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.
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