Amazon DSP
What this domain tests
Amazon DSP is programmatic demand-side platform buying for display, video, audio, and streaming across Amazon and third-party inventory. Know buying types (self-service vs. managed), line item types (display, video, audio, streaming TV), targeting (in-market, lifestyle, remarketing, lookalike, contextual, geo), supply sources (Amazon-owned, third-party exchanges, Amazon Publisher Services), and bid strategies (e.g., spend-based, performance-based). Understand audience creation from Amazon shopper signals and the importance of frequency caps and viewability.
Traps
- DSP is not keyword-bid CPC like SP; it is audience/impression based.
- Lookalike audiences require a seed audience with sufficient scale.
- Frequency caps too high cause waste; too low limits reach.
- Confusing DSP with Sponsored Display - SD is a self-service ad product; DSP is a platform for broader programmatic buying.
- Viewability and measurable impressions differ from served impressions.
Worked example
A DSP campaign targets in-market shoppers with a $5 CPM, 2M impressions → $10,000. If frequency cap is 3 and unique reach is 700K, average frequency ≈ 2.9. If the goal is awareness, raise reach by lowering the cap; if the goal is conversion, test performance bid strategies and measure NTB and detail page views.
Key concepts checklist
DSP vs. SD, line item types, audience targeting, supply sources, bid strategies, frequency caps, viewability.