Amazon has expanded its modeled attribution capabilities to Amazon DSP (Demand-Side Platform) for US advertisers. This update follows the recent introduction of modeled conversions for Sponsored Display campaigns.
Key Features
- Modeled attribution now accounts for off-Amazon conversions attributable to US advertiser campaigns that are not directly measured.
- Directly measured and modeled conversions are reported together as a combined result in campaign reporting.
Importance of the Update
- Allows advertisers to measure the full impact of their advertising spend across recognized and anonymous supply.
- Helps maintain a holistic view of performance as Amazon DSP expands options to deliver impressions on anonymous inventory.
Availability
- Region: United States (North America)
- Users: Managed-service and self-service advertisers using Amazon DSP tracking off-Amazon conversions
Access Points
- Amazon DSP campaign manager
- Reporting center
- Amazon Ads API
API Integration
All API endpoints with off-Amazon conversion reporting will include modeled conversions, reported together with directly measured conversions in the same metric.
This update aims to provide advertisers with a more complete view of their campaign results, enabling better management of goal KPI performance across various inventory types.
