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.
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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.
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.
