Customer Knowledge Base
Customer Knowledge Base
Breadcrumbs

DSP - Understanding Amazon DSP Inventory

Mastering Amazon DSP: A Strategic Guide to Unlocking the Power of Diverse Inventories for Advertising Success

1. Amazon-Owned & Operated (O&O)

Overview: Amazon Owned & Operated (O&O) inventory refers to the prime advertising real estate directly controlled by Amazon on its various platforms.

Key Points:

  • High Intent Audience: Target users actively in the shopping mindset on Amazon's sites and apps.

  • Diverse Ad Placements: From product detail pages to search results, providing varied opportunities for visibility.

  • Prime Member Targeting: Access the lucrative audience of Amazon Prime members

⚠️ External image — needs to be re-uploaded to Confluence

https://knowledge.emax-digital.com/hs-fs/hubfs/Design%20ohne%20Titel%20(15).png?width=272&height=272&name=Design%20ohne%20Titel%20(15).png

Source: https://knowledge.emax-digital.com/hs-fs/hubfs/Design%20ohne%20Titel%20(15).png

2. Amazon Devices (limited to certain marketplaces)

Overview: Extend your reach to Amazon devices such as Kindle (US only), Fire tablets (US, DE, UK), and Fire TV.

Key Points:

  • Immersive Experiences: Leverage unique ad formats for engaging experiences.

  • Device-Specific Targeting: Tailor campaigns for different device types.

  • Connected TV Advertising: Reach audiences on the big screen with Fire TV.

⚠️ External image — needs to be re-uploaded to Confluence

https://knowledge.emax-digital.com/hs-fs/hubfs/Design%20ohne%20Titel%20(16)-png.png?width=282&height=282&name=Design%20ohne%20Titel%20(16)-png.png

Source: https://knowledge.emax-digital.com/hs-fs/hubfs/Design%20ohne%20Titel%20(16)-png.png

3. Third-Party Exchanges and SSPs (Supply-Side Platforms)

Overview: Integration with external exchanges and SSPs expands the reach beyond Amazon's properties.

Key Points:

  • Diverse Online Platforms: Reach audiences across a wide array of websites and apps.

  • Cross-Channel Campaigns: Utilize a mix of platforms for comprehensive reach.

  • Contextual Targeting: Align ads with the content of the external platform.

⚠️ External image — needs to be re-uploaded to Confluence

https://knowledge.emax-digital.com/hs-fs/hubfs/Publisher.png?width=520&height=272&name=Publisher.png

Source: https://knowledge.emax-digital.com/hs-fs/hubfs/Publisher.png

4. Publisher Partnerships

Overview: Collaborate with external publishers for premium inventory on high-traffic websites and apps.

Key Points:

  • Niche Audience Targeting: Reach specific demographics through publisher partnerships.

  • Brand Safety: Advertise on trusted and respected publishing platforms.

  • Customized Creative: Tailor ad content for specific publisher audiences.

Best Practices for Utilizing Amazon DSP Supply

1. Align Objectives with Inventory:

2. Utilize Targeting Options:

3. Regularly Analyze Performance:

4. Experiment with Creative Formats:

🏷️ Tags: dsp-amc · dsp · inventory · reference