Amazon DSP Enhances Audience Analytics with Demographic, Shopping, and Streaming Insights

November 04, 2024 at 3:01:18 AM

TL;DR Amazon DSP now offers demographic, shopping, and Prime Video streaming insights directly in the platform interface, previously available only via API. These insights, accessible through Audience Central, include aggregated demographic data, top retail category purchases, and Prime Video preferences. Available through the DSP interface, API, and Audience Central, users can access insights via demographic, retail, and media tabs.

Amazon DSP Enhances Audience Analytics with Demographic, Shopping, and Streaming Insights

Amazon DSP has enhanced its audience analysis capabilities by introducing demographic, shopping, and Prime Video streaming insights directly in the platform interface. Previously available only via API, these insights are now accessible through Audience Central.

New Insight Categories

The update introduces three major insight types:

  • Aggregated demographic data
  • Top retail category purchases
  • Prime Video streaming preferences
  • These complement existing features like audience overlap and forecasting

Access and Implementation

Available through:

  • Amazon DSP interface
  • Amazon API
  • Audience Central dashboard
  • Individual audience detail pages

Feature Navigation

Users can access insights via:

  • Demographic insights tab Demographic insights tab
  • Retail insights tab Retail insights tab
  • Media insights tab (Prime Video data) Media insights tab

Geographic Availability

The feature is accessible across multiple regions:

  • North America (US, Canada, Mexico)
  • South America (Brazil)
  • Europe (UK, France, Germany, Italy, Netherlands, Spain, Sweden)
  • Middle East (UAE, Saudi Arabia, Turkey)
  • Asia Pacific (Australia, India, Japan)

Target Users

The update serves both:

  • Managed service advertisers
  • Self-service platform users

This expansion provides advertisers with deeper audience understanding through integrated data analysis tools, enabling more informed targeting decisions.

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