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Amazon Advertising has swiftly grown to become arguably the leading digital marketing platform globally. It is the go-to choice for a wide variety of retail and eCommerce brands across varying sectors, thanks to both the scope of the audience and depth of targeting options available. The wealth of data on hand to aid in comprehensive and intelligent decision making as an advertiser is also paramount to its popularity.
One of the key facets of Amazon Advertising is the Amazon DSP (Demand Side Platform). We asked George Meressa, MD of Clear Ads about and he said “The platform is currently undergoing a period of dramatic expansion and popularity, with new functionality which has seen Amazon solidify its place as a major player in international digital advertising.”
A new report confirms that DSP is more popular than ever. According to the latest Amazon Ads Benchmark Report, there was a 44% increase in spending in Q4 2019, compared with the previous quarter. The report was compiled from performance data drawn from Amazon programs. It included only those advertisers who could be considered active on the platform through the quarter, with a consistent presence and strategy. This means the actual spend could be far higher.
What is a Demand-Side Platform?
A demand-side platform makes the purchase and management of many different ad formats easier by centralising the process. This makes it quicker and easier for advertisers to buy the ads they want from multiple sources.
To that end, not only does Amazon DSP encompass Amazon’s own ad inventory, it also covers sites and properties which are owned or operated by the platform. Big names under this umbrella include FireTV, IMDB and Kindle.
How did Amazon DSP perform in the last quarter?
The figures show that ad spend made within the Amazon ecosystem accounted for 69% of all DSP spend in Q4, proving definitively that Amazon DSP … Read More
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