Amazon DSP has launched contextual keyword targeting in the US, UK, CA, and AU. This feature allows advertisers to target content based on relevant freeform keywords or phrases without relying on identifiers. Powered by AI models, Amazon DSP places ads on Amazon properties and third-party sites, ensuring ads appear on pages containing or closely related to targeted keywords. This product is available to both self-service and managed-service advertisers and supports standard display and Amazon mobile display line items.
Key Features
- Contextual Widget: Add keywords and/or key phrases by selecting from recommendations or entering your own.
- Targeted Keywords: Confirmed in the contextual summary on the line items page.
Importance
Contextual keyword targeting offers flexibility beyond category or product retail-based approaches, allowing advertisers to target freeform keywords for increased reach and performance. Previously, advertisers were limited to predefined Amazon retail categories or products, but now they can target broader events or themes like '4th of July' or 'summer.'
Availability
- North America: United States, Canada
- Europe: United Kingdom
- Asia Pacific: Australia
User Access
- Managed service
- Self-service
