Build Powerful Audience Cohorts with Amazon DSP’s Advanced Targeting Options

If Meta Ads or Google Ads had this kind of audience, brands would allocate more than 40% of their ad budgets to these audiences and their lookalikes.

#amazonDSP is the most underutilized programmatic ad platform, powered by Amazon's first-party audience data, with access to more than 90% of the internet's display network and major OTT platforms.

Each of these seven audience creation opportunities will allow you to develop one of the most deterministic audience cohorts that have engaged with your brand and, most importantly, with your competitors' brands too.

Here’s a brief overview of each audience creation opportunity:

1. Products: You can enter your ASINs, as well as your competitors' ASINs, and create audiences that have viewed, purchased, or searched for keywords related to these ASINs. This also includes audiences that have viewed similar products or are part of the "subscribed and saved" audience for those ASINs.

2. Brands: You can add your brand name or your competitors’ brand names and create audiences that have viewed or purchased products from those brands. You can also target audiences that have viewed any ASINs similar to the specified product categories and brands.

3. Engaged with Display or Video Ads: Create audiences that have interacted with your Amazon Display or Video Ad campaigns or ad groups.

4. Engaged with Amazon Tag: Similar to Meta’s and Google’s Pixel, Amazon Tag can be added to your website to track conversions. You can create an audience that has engaged with the tag at an event level and build lookalike audiences based on that engagement.

5. Offline Conversion Data: Upload your offline conversion data, create audiences from that data, and even build lookalike audiences.

6. Hashed Data: Upload your first-party data in a hashed format, and Amazon will find matching audience cohorts. You can then target those audiences and create lookalike audiences as well.

7. Prime or Twitch Audiences (US only): For relevant countries, particularly the U.S., you can create audiences of people who have watched certain content on Prime or Twitch. Additionally, you can target people who have watched your ads on Twitch. If you're selling books, you can even target Kindle users who have opened similar ASINs (books).

Hector has launched a Beta version of Self-Serve DSP, allowing you to run DSP campaigns independently, just like Sponsored Product campaigns, with no budget restrictions. If you believe you can leverage Amazon DSP, drop me a message!