New Audience Insights Types in Amazon DSP
What’s New: Amazon DSP Audience Insights
Amazon DSP now offers advertisers three innovative types of audience insights:
- Ombined demographic data
- Leading retail categories purchased
- Most popular content streamed on Prime Video
These insights add to existing features like analyzing overlapping audiences, and predicting reach and impressions.
Why does this change matter?
These insights help advertisers better target their campaigns by understanding different audience segments. Previously, this information was only available through the Persona builder API. Now, it’s directly accessible in Audience Central on Amazon DSP, making it easier for advertisers to engage with the right audiences.
Who can use new DSP features?
Both managed and self-service advertisers can use these new features. Go to the “Audiences” tab and select the name of the audience you wish to explore. To view demographic, shopping, and Prime Video streaming insights, open the Demographic insights, Retail insights, and Media insights tabs, respectively. For better understanding refer to the example shown below.
Where Is It Available?
- North America: USA, Canada, Mexico
- South America: Brazil
- Europe: France, Germany, Italy, Netherlands, Spain, Sweden, UK
- Middle East: Saudi Arabia, Turkey, UAE
- Asia Pacific: Australia, India, Japan
How to access advanced DSP insights?
Advertisers can access these insights via Amazon DSP and the Amazon Ads API, making it easy to integrate into their advertising efforts.
Click on the Demographic Insights to see a summary of demographic insights for your selected audience.
Click on the Retail insights tab to view information about the most popular retail categories purchased by your audience.
Click on the Media insights tab to discover information about the most streamed actors, directors, series, movies, and genres on Prime Video.
The news is based on information from Amazon ›››
FAQ
Amazon’s demand-side platform (DSP) allows advertisers to buy video, audio, and display ads on a large scale, both on Amazon and other platforms, using programmatic ad buying.
Generally, advertisers upload their creative materials, define targeting criteria to connect with the appropriate audience, and set a budget for their campaigns.
There are two main types of DSPs:
Self-service DSPs, allowing advertisers to take full control of their campaigns as they have autonomy over the ad purchasing process.
Full-service DSP, which operates similarly to an agency. They offer enhanced services via an account manager, with an external team managing the entire ad campaign from start to finish.
Self-service: This option requires a minimum investment of $50,000 USD to benefit from Amazon’s campaign management tools although this may vary with geographical location and market. To learn more about the actual rates that will apply to your business, go to Amazon’s main website.
Full-service: As a feature only accessible to Agencies on Amazon, brands can avoid the minimum advertising spend by working with an Amazon Ads Partner. The costs may vary from agency to agency and depend on specifics of their requirements.
