Amazon has launched a new feature called Similar Audiences (beta) for its Demand-Side Platform (DSP), aiming to help advertisers reach new, relevant audiences more effectively.
Key Points
AI-Powered Audience Expansion:
- Utilizes advanced AI to identify users with similar behaviors to existing target audiences
- Focuses on shopping, streaming, and browsing patterns
Privacy-Focused Approach:
- Functions without relying on third-party cookies or ad identifiers
Compatibility:
- Can be activated on any line item using custom-built audiences based on Amazon shopping interactions
Geographic Availability:
- Available in 17 regions including the US, Canada, UK, Germany, Japan, and India
Potential Benefits:
- Helps advertisers reach prospective customers more efficiently at scale
- Aims to improve ad relevance and campaign effectiveness
This beta launch represents Amazon's efforts to provide advertisers with more sophisticated targeting options while addressing growing privacy concerns in digital advertising. The feature is designed to expand reach while maintaining relevance, potentially improving the overall efficiency of advertising campaigns on the platform.
