Amazon DSP has introduced two new targeting capabilities for advertisers to enhance control over ad placements in display and native inventory. Advertisers can now specify fold positions (above or below the fold) for display and online video campaigns, as well as choose native content placements (in-feed, in-article, or recommendation widgets) for native advertising. These features can be accessed through the Amazon DSP user interface and API, specifically in the line item settings page during campaign creation or editing.
To enable these targeting features, users must click the "Add Targeting" button in the Targeting widget on the line-item settings page. Once the targeting dropdown appears, relevant settings can be selected.
The importance of these capabilities lies in allowing advertisers to ensure optimal ad placements that align with visibility and engagement goals. The features are applicable across third-party and Amazon Publisher Direct (APD) inventory, with plans to expand fold position targeting for Amazon owned and operated inventory by late Q1 2025.
The new targeting features are available in various regions, including:
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Switzerland, Austria, Finland, Norway, Ireland, Denmark, Luxembourg
- Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Turkey, Morocco, Bahrain, Kuwait
- Asia Pacific: Australia, India, Japan, New Zealand, Singapore, China
These features are designed for self-service advertisers on Amazon DSP and can be accessed through the user interface, Bulk Tool Spreadsheets, and API. For API users, the new targeting settings are available via the existing Targets API for create, list, and delete operations.
