Frequently Asked Questions
What is Amazon DSP?
Amazon DSP (Demand-Side Platform) is an advertising platform that allows advertisers and their agencies to programmatically buy display and video ads across Amazon-owned sites and apps, as well as third-party sites and apps. It either requires support of an agency like DPG or high levels of monthly investment, specialized training, and a dedicated sales team at Amazon. It is highly effective at finding new customers, retargeting previous shoppers, and driving repeat purchases across advertising formats.
What is Amazon Sponsored Display?
Amazon Sponsored Display is an advertising product that enables advertisers to promote their products and reach their target audience on Amazon-owned properties, including Amazon.com, IMDb, and other Amazon-owned sites. Sponsored Display allows advertisers to display their products to shoppers who are browsing and searching for products on Amazon, based on the product they viewed or similar products they've shown interest in. It has simple controls, and while it can be effective, it lacks the full set of features of Amazon DSP.
When do I use DSP versus sponsored display?
Amazon DSP is like cooking in a professional kitchen while Sponsored Display is like cooking with a microwave. Both are great and have their best uses. Amazon DSP is typically the better choice when you have someone with the expertise to run it for you, either at Amazon or at an agency like DPG. It is unlike any other advertising platform or DSP and requires specialized knowledge and tools across multiple disciplines. It is also the better choice if you care about off-Amazon sales, in-store traffic, carefully managing overlap between targeting segments, or tightly controlling where, when, and how your advertisements appear. Sponsored Display is better if you want to launch a straightforward display advertising campaign quickly.
I want direct access to Amazon DSP and don't want to work through an agency like DPG. How do I get it?
Amazon no longer gives direct access to Amazon's DSP unless advertisers or agencies bring a high level of committed spend and demonstrate an ability to run DSP themselves with limited support from Amazon. It typically doesn’t happen anymore and the reality is that most people would fail or get frustrated immediately. The best way to get access to the DSP is to work with an agency like DPG, get set up successfully, and as your experience and investment increase, decide if you want to take over yourself. DPG will support you in this journey, and when you are ready, advocate on your behalf for your own seat, train you, and support you as needed.
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