Beginning January 15, 2025, advertisers using Amazon DSP self-serve can access consolidated Amazon first-party supply across platforms like Amazon.com and Twitch. This update simplifies campaign management by automatically including all eligible inventory sources, allowing advertisers to reach a wider audience while maintaining control over placements. The feature is available in various regions for self-service advertisers on Amazon.com.
Amazon Ads has launched event-based bid rules in the advertising console for Sponsored Products advertisers, enabling automatic bid increases during high shopper traffic events. Previously, advertisers manually adjusted bids, risking missed sales. This feature is available across regions including North America, Europe, Asia Pacific, and Africa, and can be accessed in the advertiser console under the “Settings” section when adding a new bid rule.
Amazon introduced updates to its DSP platform, launching Frequency Group capabilities for managing ad exposure across multiple campaign orders. Advertisers can set single frequency caps and access reporting tools for deduplicated reach and frequency metrics. This update provides a unified view of metrics, eliminating double-counting across publishers and devices. The tools are available globally through managed and self-service options on the Amazon DSP platform.
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Amazon DSP has introduced two targeting features allowing advertisers to control ad placements in display and native inventory. Advertisers can now target specific fold positions for display and video campaigns and choose native content placements. These features improve visibility and engagement by offering better control over ad placement. They are available in North America, Europe, the Middle East, and Asia Pacific through the Amazon DSP user interface and API.
Sponsored ads and Amazon DSP advertisers can access invoices from a single page globally. They can view and download invoices individually or in bulk, along with a country-level billing summary showing amounts due. This feature simplifies the process, reducing clicks needed to check billing details. Third-party integrators can also use public APIs for invoice management. The feature is available in various regions for both Sponsored Ads and Amazon DSP.
Amazon DSP recommendations now support campaigns running seven days or less, providing timely optimization suggestions during peak shopping events like Prime Day or Black Friday. Advertisers can quickly identify and address issues with single-click actionable recommendations, helping orders pace effectively. Available in North America, South America, Europe, Middle East, and Asia Pacific, this feature is accessible through the Amazon DSP user interface.
Amazon Ads has introduced Dynamic Traffic Engine (beta) to optimize programmatic ad buying by improving communication between DSPs and SSPs. It allows DSPs to send advance demand signals, optimize traffic flow, and reduce unnecessary bid requests. Initial testing shows a 40% reduction in low-demand ad requests and a 7% improvement in fill rate. Available globally, it enhances inventory management, signal transparency, and monetization.
Amazon DSP now offers pre-flight recommendations to optimize campaigns using machine learning. It compares users’ selected CPM and frequency caps with its suggestions, alerting users if improvements are possible. This helps advertisers make informed decisions and enhance performance from the start, reducing mid-flight adjustments. Available in North America, South America, Europe, the Middle East, and Asia Pacific for self-service users.
Sponsored Brands launched a new feature in the advertising console providing forecasts of impressions and clicks based on campaign settings. Available for campaigns with the “Drive page visits” goal, these forecasts use machine-learning models from historical campaigns. This helps advertisers understand potential impacts before launching. The feature is accessible in North America, South America, Europe, Middle East, and Asia Pacific.
