Nearly 4 out of 10 US marketers have recently used Amazon DSP. That’s just behind Google’s well-known tool and ahead of The Trade Desk, which many marketers cite as the most prominent independent demand-side platform.
Marketers are discovering that Amazon DSP offers some extremely enticing benefits:
Advanced audiences. Amazon DSP can enable brands to target people who have searched, viewed, or purchased specific products on Amazon, but it can also use this information to better understand each Amazon user’s interests, demographics, and in-market preferences.
Unique inventory, Marketers can access Amazon DSP inventory via Amazon-owned and operated pages such as Audible, Buy Office Mojo, Goodreads, IMDb, ShopBop, Twitch.tv, Amazon app, and Zappos.
Brand Safety. Amazon DSP users can expect the highest quality standards and brand safety, as DSP uses both its own and third-party solutions to monitor everything from real-time bids to site reviews for brand safety, traffic quality, third-party supply quality, and viewability.
Performance. Automatic optimizations adjust bids so that ads are served through the best sites using the best formats and dynamically updates budgets according to a campaign goal.
Andrew Stauffer explains Skai’s long-term vision for Amazon DSP
Product Manager Andrew Stauffer explains Skai’s approach as two-fold. First, to have parity with Amazon’s native platform so practitioners can perform all of the same actions on Skai’s tool. The second is to provide a ton of Skai added value, as we’ve done with our Paid Search and Paid Social solutions.
“We’re really committed to making this a core piece to our retail media offering,” says Stauffer. “We’re actively prioritizing feature and functionality agendas and invest a lot of time and resources to improving our capabilities here.”
Skai’s view on Amazon DSP
Sometimes, emerging marketing opportunities can force the industry to reconsider the boundaries of legacy silos, such as which channels they should be categorized. Amazon DSP, for example, could be considered retail media because it’s offered by a retailer, display because it mainly runs display & video ads, or programmatic because generally, its these teams that run DSPs.
“Recently, lines are getting blurred between programmatic and brand awareness,” says Skai’s Gil Sadeh, Chief Growth Officer. “The potential with Amazon DSP specifically is even more interesting because it’s very close to the end sale. This gives it a lot of transparency, is very measurable, and therefore is something we believe is part of the omnichannel full-funnel experience we want to give our marketers.”
Skai’s intelligent marketing platform includes solutions for data and insights, retail media, paid search, paid social, app marketing, and marketing measurement.
With the addition of Amazon DSP, you can now programmatically reach your target audiences and enable activation across your customer’s journey, from one platform solution. Skai has created valuable functionality on top of the Amazon native solution such as automation, bulk editing, experiments, and custom reporting options to help customers work more efficiently and effectively.
- Faster insight to action. Customizable data & visualization with cross-channel performance reporting built to fit your business
- Scaled Management & Automation. Skai exclusive tools for scaling the effectiveness of your campaigns while increasing day-to-day efficiencies
- Omnichannel measurement. Accurately assess the incremental impact of your media, creating unique insights to fuel your overall omnichannel strategy & keep you focused on what matters most
For more information on Amazon DSP for Skai, please schedule a brief demo to see our cutting-edge functionality for yourself.