Amazon DSP Adds Streaming TV Incremental Household Reach Measurement

Amazon has introduced a new measurement tool for advertisers using Amazon DSP (Demand-Side Platform) for Streaming TV (STV) campaigns. This feature provides data on audience reach across STV and linear TV advertising channels.

Key aspects of the update

1. Incremental Reach Reporting: Quantifies unique audience reached by STV campaigns compared to linear TV campaigns.

2. Complementary Feature: Works alongside the existing Incremental Reach Forecast in the STV channel planner.

3. Automated Reporting: Reports are delivered via email post-campaign.

4. New Metrics: Introduces two new measurement columns:

   a) incrementalReachRate:

   • Type: Decimal
   • Description: Percentage of unique households reached on STV inventory compared to linear TV. Calculated as: 100 x [streaming TV reach - linear TV duplicates] / [linear TV reach]

   b) exclusiveReachRate:

   • Type: Decimal
   • Description: Percentage of STV reach not exposed to a linear TV campaign. Calculated as: 100 x [streaming TV reach - linear TV duplicates] / streaming TV reach

This tool aims to provide advertisers with data on reach across TV advertising channels. It may assist in assessing the impact of budget allocation between traditional and streaming TV platforms.