Amazon has announced a significant enhancement to its Demand-Side Platform (DSP) contextual targeting solution. As of August 27, 2024, Related Product Targeting (RPT) now supports third-party supply, expanding its reach beyond Amazon's owned and operated inventory.
Key Points of the Update:
Extended Reach: RPT now includes third-party supply, allowing advertisers to target shoppers across a broader range of websites and apps.
Enhanced Contextual Targeting: The feature enables advertisers to reach audiences browsing products often purchased alongside those being promoted in their campaigns.
Dynamic Adjustment: RPT adapts to the latest data and co-purchasing trends, ensuring targeting remains relevant.
Global Availability: The feature is accessible in multiple regions, including North America, South America, Europe, the Middle East, and Asia Pacific.
User Access: Available to both self-service and managed service Amazon DSP users.
Implementation: Advertisers can access this feature within the "Location and segment targeting" tab in the Amazon DSP interface.
This update aims to provide advertisers with more precise targeting options while expanding their reach beyond Amazon's owned properties. By leveraging co-purchasing data, advertisers can potentially improve the relevance of their ads across a wider range of digital contexts.
The expansion of RPT to third-party supply reflects Amazon's efforts to enhance its advertising solutions and compete more effectively in the broader digital advertising landscape.
