What is Amazon DSP? What are the advantages of DSP?

Now some domestic sellers have turned their attention to overseas business. For example, there are many Chinese merchants on Amazon. If you want to enter Amazon, you must know something about it. For example, what does Amazon DSP mean?

Amazon DSP (demand-side platform) is part of Amazon's advertising program, which allows agencies and advertisers to reach different audiences across the web programmatically. Available under Amazon Advertising, DSP enables advertisers to buy video and ad placements programmatically. At the same time, programmatic advertising can use data to decide the type and cost of purchasing digital ad space.

The ad buying process is programmatic, which means Amazon’s algorithms automatically select the best ad placements (on and off Amazon) that fit your budget, base/max bids, and target audience, and bid on them.

What are the advantages of DSP?

1. Accurate positioning across devices

Amazon DSP ads appear on websites as display ads on mobile and desktop. Mobile app ads and banner display ads appear on iOS, Android, and Fire tablets. Mobile interstitial ads appear for a short time within mobile apps during natural transition points. Users can close them by clicking the "Close" button in the upper right corner.

When it comes to video ads, Amazon only runs them on Amazon-owned properties like Fire TV, which offer a “brand-safe environment.”

2. Dynamic positioning

In this day and age, using data to determine where your ads can appear is a big deal. It is very effective. It will help you quickly determine changes in the landscape, which you can use to adjust your strategy accordingly. You can use it to move your ad placements, redirect your spend on creative, or move your domain ads in a way that attracts an audience interested in your products. This is the potential and flexibility of DSP.

3. Audience insights and analysis

Amazon’s powerful data capabilities will give you deep insights into activity before, during, and after your campaign. You’ll have access to key performance indicators such as total purchases, add-to-cart ratios, product units sold, and more to help you understand what’s driving results and what’s not.

4. Repositioning

Acquiring new customers is essential to growing your business as is maintaining your existing audience. However, retaining your existing customer base is a cheaper way to spend your advertising dollars than acquiring new customers.

With Amazon DSP, you can increase brand awareness by introducing your products to customers. However, you can also reach and retarget potential customers who have purchased or engaged with your products or similar products within the category.

In general, Amazon DSP is actually a platform for advertising demanders. It is an advertising product that allows merchants to purchase programmatic advertising, including but not limited to display advertising.