Amazon DSP flashcards
Amazon DSP · Build recall with a focused review session.
36 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Amazon DSP definition
- A demand-side platform for programmatic buying of display, video, audio, and streaming-TV ads on Amazon-owned properties and across third-party exchanges, using Amazon and third-party audience signals.
- DSP account hierarchy
- Advertiser account contains campaigns; campaigns contain line items; line items contain creatives. Budgets, flights, targeting, and bidding are primarily configured at the line-item level.
- Amazon Marketing Cloud
- A separate clean-room product that lets advertisers run SQL queries over DSP and sponsored ads signals for path-to-conversion, overlap, and audience analysis.
- In-market audience
- A DSP audience segment of shoppers actively researching or purchasing within a category during a recent window, indicating near-term purchase intent.
- Lifestyle audience
- A DSP segment based on longer-term purchase and browsing patterns that reflect ongoing interests or habits rather than immediate in-category intent.
- Remarketing audience
- A DSP audience built from advertiser-supplied hashed data (email, phone, address) or pixel/tag events, used to re-engage prior site visitors or customers.
- Lookalike audience
- A DSP audience that expands a seed audience to shoppers with similar characteristics; seed size, quality, and recency affect reach and performance.
- Contextual targeting
- Targeting based on page content, product category, or keywords rather than user identity; it does not require an identity match and works with anonymous inventory.
- Audience overlap report
- A report showing how much multiple audience segments overlap; used to avoid inflated reach estimates and redundant targeting before launch.
- Open auction
- Real-time bidding on non-guaranteed inventory where any eligible buyer can bid; the winning price is determined at auction time.
- Private marketplace deal
- A PMP deal gives invited buyers access to a publisher's inventory, usually with a floor price, while remaining non-guaranteed in volume.
- Programmatic guaranteed
- A deal type with fixed price and guaranteed volume; the buyer commits to spend and the publisher commits to deliver the agreed impressions.
- Preferred deal
- A fixed-price, non-guaranteed deal that gives the buyer priority access to inventory before the open auction, without a volume commitment.
- Deal ID attachment
- A deal identifier attached to a line item that restricts bidding to a specific private or preferred deal instead of the open auction.
- Amazon Publisher Direct
- Amazon's programmatic access to Amazon-owned and select third-party publisher inventory, transacted through deals negotiated with Amazon.
- Base bid vs effective bid
- The base bid is the line item's maximum CPM before strategy adjustments; the effective bid is the amount actually submitted after dynamic-bid adjustments.
- Bid strategy types
- DSP bid strategies include fixed bid, dynamic bids up or down, and goal-based bidding; the strategy determines how the base bid is adjusted at auction time.
- Pacing options
- Even pacing spreads budget across the flight; ASAP pacing front-loads spend and can exhaust budget early, reducing later-flight delivery.
- Frequency cap
- A limit on impressions per user within a time window, set at campaign or line-item level to control repetition and reduce wasted spend.
- Responsive e-commerce ad
- An Amazon-native creative that pulls product image, price, and ratings from the product detail page; the advertised ASIN must be in the advertiser's catalog.
- VAST tag
- A video ad-serving tag standard that passes creative and measurement parameters to the player; used for third-party video creative and tracking.
- Creative rotation
- A line-item setting controlling how multiple creatives share impressions, either evenly or optimized toward the best-performing creative.
- Creative disapproval
- A status where Amazon rejects a creative for policy or technical reasons; the issue must be corrected and the creative resubmitted before delivery.
- CTR formula
- Click-through rate equals clicks divided by impressions; it measures creative and audience relevance but not downstream conversion quality.
- ROAS formula
- Return on ad spend equals attributed sales divided by ad spend; a ROAS of 4 means four dollars of sales per dollar spent.
- Attribution window
- The time period after an impression or click during which a conversion is credited to the ad; longer windows capture more conversions but dilute causality.
- View-through conversion
- A conversion credited to an ad impression that received no click, within the view-through attribution window; distinct from click-through conversions.
- Amazon Attribution
- A measurement product that tracks off-Amazon performance, such as site visits and purchases, for traffic driven by Amazon ads.
- Brand Lift study
- A survey-based measurement of upper-funnel impact, comparing awareness or consideration between exposed and unexposed audiences.
- Marginal CPA
- The incremental cost per additional conversion; used to decide whether raising bids or budgets on a segment still meets the target CPA.
- Supply source exclusion
- Removing specific exchanges, domains, apps, or Amazon-owned properties from delivery based on poor viewability, brand safety, or performance.
- Statistical significance
- The likelihood that an observed performance difference is real rather than random; small samples produce unreliable bid and budget conclusions.
- Hashed audience upload
- Advertiser-supplied PII converted to irreversible hashes before upload so Amazon can match identities without receiving raw personal data.
- Prohibited ad content
- Categories Amazon disallows in ads, such as illegal products, tobacco and vaping, unapproved pharmaceuticals, weapons, and adult content; some restricted categories need pre-approval.
- Brand safety controls
- DSP settings and third-party verification integrations that exclude unsafe content categories, domains, or apps from ad delivery.
- Amazon trademark restriction
- Ads may not mimic Amazon's UI or imply Amazon endorsement; use of Amazon trademarks and logos is limited by Amazon Advertising policy.