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.
Amazon DSP has launched contextual keyword targeting in the US, UK, CA, and AU. This feature allows advertisers to target content based on relevant keywords or phrases without relying on identifiers, using AI models to place ads on Amazon and third-party sites. It offers more flexibility than previous category or product-based targeting, increasing reach and performance. Available to both self-service and managed-service advertisers.
Authors in Canada and Australia can now create Sponsored Brands ads with custom image and video ads to engage readers. Authors must have three or more books under a single pen name claimed in Author Central to launch a campaign. Sponsored Brands ads help increase book visibility and author awareness, appearing in various shopping results and product detail pages. This feature is available in North America, Europe, and Asia Pacific.
Amazon Ads has launched Dynamic Segments, a machine learning-powered feature for better ad targeting. It includes ML-based audience segmentation, first-party shopping signal integration, website insight analysis, conversion signal processing, and dynamic audience updates. Available through the advertising console, Amazon Ads API, and POST /sd/targets endpoint, it enhances campaign reach, targeting accuracy, scalability, and performance.
Alexa is now available as a video supply source in Amazon DSP, allowing self-service advertisers to include Alexa in their online video ads by default. This integration helps drive brand awareness and reach incremental customers on Echo Show devices. Alexa is the first device ad placement to integrate with the standard video template for desktop and mobile ads, requiring no additional modifications. This feature is available in the United States.
Amazon DSP now offers demographic, shopping, and Prime Video streaming insights directly in the platform interface, previously available only via API. These insights, accessible through Audience Central, include aggregated demographic data, top retail category purchases, and Prime Video preferences. Available through the DSP interface, API, and Audience Central, users can access insights via demographic, retail, and media tabs.
Amazon Ads has introduced Business Bid Adjustment functionality in the Sponsored Products v3 API, available in multiple marketplaces. Advertisers can increase bids by up to 900% for Amazon Business placements, applicable to new and existing campaigns. Starting September 5, 2024, advertisers can access Amazon Business performance metrics. The update includes new API endpoints and reporting capabilities, detailed in API specifications.
Amazon Ads has updated its third-party data provider consent policies, introducing new requirements for publishers, advertisers, and vendors. By November 1, 2024, third parties can share country codes and consent strings, and by February 7, 2025, these will be mandatory. Country codes must be in ISO 3166 format, and consent strings are required for EEA and UK data. Platform-specific updates affect Amazon DSP, Events Manager, and Single Front Door. Organizations must comply by February 2025.
Amazon Ads has launched a new feature allowing advertisers to create and target custom audiences with adjustable bids. Advertisers can define specific audience segments using Amazon Marketing Cloud, modify bids for these groups to increase product discovery and sales, and track performance through a new field in AMC. Available for Sponsored Products and Sponsored Brands campaigns, it is open to AMC advertisers globally.
