Amazon has introduced Performance+ tactics in beta for Amazon DSP at unBoxed 2024, offering automated, AI-driven campaign creation and optimization.
Key Features:
- Automated Line Item Creation: Based on prospecting, remarketing, and retention tactics for endemic and non-endemic campaigns.
- Supported Formats: Available for Display, Online Video, and Streaming TV campaigns.
- KPI Focus: ROAS for endemic advertisers, CPA for non-endemic advertisers.
- AI-Powered Optimization: Uses first-party signals and machine learning for targeting and optimization.
- Flexible Integration: Can run alongside non-Performance+ line items.
Requirements:
- Product ASINs or Off-Amazon conversion events needed.
- Specific conversion event types required for non-endemic advertisers.
Upcoming Features:
- Ability to suppress first and third-party audiences.
- Creation of Performance+ tactics via bulksheets and API.
Availability:
- Self-service Amazon DSP customers in select regions across North America, South America, Europe, Middle East, Asia Pacific, and Africa.
Access:
- Available through Amazon DSP.
- Beta access granted through Amazon sales team.
This update aims to enhance campaign efficiency and effectiveness through AI-driven automation while maintaining advertiser control over key campaign elements.
