Most of you Amazon sellers are probably familiar with Amazon Sponsored Products or Sponsored Brands Ads, but have you heard of Amazon Demand Site Platform (DSP)? In this article, you will learn details about Amazon DSP and how you can leverage it to retarget existing customers and reach new customers.
Amazon Demand Site Platform - or Amazon DSP - is Amazon's programmatic advertising platform. DSP enables advertisers to buy, display and use video ads and efficiently reach Amazon shoppers on Amazon sites, across the web, and on mobile apps. Another factor that makes Amazon DSP unique is that you have access to ad reports that include Amazon-specific measurement capabilities.
Amazon rebranded all its advertising features into one new name called Amazon Advertising back in September 2018. Amazon Advertising Platform (AAP), Amazon Media Group (AMG), and Amazon Marketing Services (AMS) are now simply called Amazon Advertising.
The main difference between Sponsored ads and Display ads is that one focuses on Pay-Per-Click (PPC) while the other is sold on a CPM (cost-per-thousand impressions) basis, and prices can vary depending on the format and placement.
Advertisers can use the Amazon Demand Site Platform to reach shoppers through six core types of advertising placement:
Advertisers can use Amazon DSP to drive more value and increase ROI by delivering relevant ads to audiences (i.e. past purchasers, specific ASIN viewers, and category viewers) across devices and ad formats. Amazon Demand Site Platform ads can appear in any of the following forms:
1. Mobile and desktop web display ads across the web. You can find the creative guidelines HERE.
2. Mobile app banners ads on iOS, Android, and Kindle Fire platforms. You can find the creative guidelines HERE.
3. Full-screen mobile interstitial ads. You can find the creative guidelines HERE.
4. 5+ seconds in-stream and out-stream video ads. You can find the creative guidelines HERE.
Recently in March 2019, Amazon rolled out 4 key updates to the Amazon DSP user interface:
Amazon DSP is available to both sellers (vendors and third-party sellers) who sell products on Amazon and those who do not as well. The Amazon Demand Service Platform is best suited to advertisers who want to programmatically buy display and video ads on a large scale.
There are two management options available for sellers:
Sellers also have four retargeting options with Amazon DSP:
By leveraging on Amazon Demand Site Platform data, you can have a more effective ad spend by creating highly targeted audiences. You can also be in front of shoppers who have yet to purchase your products using the ASIN and category viewers targeting options. In a nutshell, Amazon DSP helps you establish a better online presence and convert shoppers into customers.
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