Amazon Ads Introduces Dynamic Segments for Improved Ad Targeting

November 08, 2024 at 2:33:05 AM

TL;DR Amazon Ads has launched Dynamic Segments, a machine learning-powered feature for better ad targeting. It includes ML-based audience segmentation, first-party shopping signal integration, website insight analysis, conversion signal processing, and dynamic audience updates. Available through the advertising console, Amazon Ads API, and POST /sd/targets endpoint, it enhances campaign reach, targeting accuracy, scalability, and performance.

Amazon Ads Introduces Dynamic Segments for Improved Ad Targeting

Amazon Ads has introduced Dynamic Segments, a new machine learning-powered targeting feature that automatically identifies and reaches audiences most likely to engage with advertisers' content.

New Feature Details

The update includes:

  • ML-based audience segmentation
  • First-party shopping signal integration
  • Website insight analysis
  • Conversion signal processing
  • Dynamic audience updates

Implementation Options

Available through:

  • Advertising console
  • Amazon Ads API
  • POST /sd/targets endpoint
  • Ad group level targeting

Key Benefits

The feature offers:

  • Enhanced campaign reach
  • Improved targeting accuracy
  • Greater campaign scalability
  • Flexible audience combinations
  • Automated performance optimization

Availability

Current access limited to:

  • United States market
  • Self-service advertisers
  • Non-Amazon store businesses

Integration Options

Combines with existing audience types:

  • Amazon Audiences
  • Views
  • Purchases
  • Custom segments

This update represents Amazon's continued effort to enhance advertising precision through machine learning and first-party data integration.

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