Amazon Boosts Sponsored Display with Expanded Targeting for Endemic Advertisers

Amazon Ads has announced significant improvements to Sponsored Display campaigns using tactic 'T00030' for endemic advertisers. This update expands targeting capabilities and offers greater flexibility in campaign management.

Key changes

1. Expanded Targeting Options:

   • Tactic 'T00030' now includes all targeting capabilities available to endemic advertisers, including contextual targeting.
   • Previously, this tactic was limited to audience strategies and entertainment targeting.

2. Backward Compatibility:

   • Tactic 'T00020' remains unchanged and will continue to support contextual targeting.
   • 'T00020' will be supported for the foreseeable future.

3. Recommendation for New Campaigns:

   • Amazon recommends using 'T00030' for new campaign creation to access all Sponsored Display targeting options.

4. Enhanced Entertainment Targeting:

   • New audience categories added: Games, Music & TV, Music & Radio.
   • Allows advertisers to reach potential customers during their entertainment journey across various platforms.

5. Campaign Flexibility:

   • Advertisers can now combine contextual targeting for generating detail page traffic with audience strategies for reengagement and brand loyalty cultivation.

6. Technical Updates:

   • The Sponsored Display targeting API now includes ContentTargetingPredicate, TargetingPredicate, and TargetingPredicateNested for 'T00030' campaigns.

This update aims to provide advertisers with more comprehensive tools to achieve their marketing goals without campaign-level targeting constraints. For full technical details and information on entertainment targeting, Amazon has updated its developer guide.