Amazon DSP study guide
Amazon DSP · Work through your exam, one topic at a time.
The Amazon DSP Certification is a professional credential for advertising practitioners who plan, buy, and optimize programmatic media through Amazon's demand-side platform. It signals that a candidate understands how the DSP fits into the broader Amazon Advertising ecosystem and can run campaigns end to end rather than just click through the interface. The Amazon DSP study guide has 8 sections and about 1,897 words.
01Amazon DSP Fundamentals and Platform Overview
Amazon DSP is a demand-side platform for buying display, video, audio, and connected-TV inventory programmatically, both on Amazon-owned properties and across the open web through Amazon Publisher Services and third-party exchanges. Candidates should be fluent in the hierarchy: advertiser account → campaign → order → line item → creative , and in the distinction between self-service and managed service buying.
287 words, about 1 min02Audience Targeting and Segmentation
Amazon DSP targeting falls into a few families: in-market (shopping signals indicating active purchase intent), lifestyle (broader interest/behavioral signals), remarketing (advertiser-created from pixels, Advertiser Audiences, or Amazon shopper interactions), and third-party segments. Candidates should also know Amazon-created audiences versus advertiser-created audiences , and how Advertiser Audiences (hashed customer lists, pixel-based, and lookalikes) are built and refreshed.
263 words, about 1 min03Inventory, Supply Sources, and Deal Types
Amazon DSP inventory spans Amazon-owned properties (Amazon.com, IMDb, Twitch, Fire TV, Alexa), Amazon Publisher Services (APS) for publisher inventory, and third-party exchanges via open auction. Candidates must distinguish open auction (real-time bidding, broad reach, variable quality) from deal-based buying : private marketplace (PMP) deals (invited, fixed floor), preferred deals (fixed price, guaranteed access but not guaranteed volume), and programmatic guaranteed (guaranteed volume and price).
242 words, about 1 min04Campaign Setup, Line Items, and Bid Strategies
A DSP buy starts with an order (advertiser, budget, flight, frequency cap) and line items beneath it (targeting, bid, budget, pacing, creative). Know the bid strategies: fixed bid (set max CPM), dynamic bid up-and-down (algorithm adjusts to win valuable impressions within your max), and rule-based bidding (optimize toward a goal like CPA or ROAS).
244 words, about 1 min05Creative Formats and Ad Experiences
Amazon DSP supports display (standard, responsive), online video , streaming TV (OTT) , audio , and mobile in-app creatives, plus interactive experiences on Amazon-owned surfaces. Candidates should understand responsive e-commerce creative (auto-sizes and pulls product info), video creative specs (length, aspect ratio), and interactive ad experiences like shoppable or brand-store-linked units.
214 words, about 1 min06Measurement, Reporting, and Attribution
Key concepts: impressions, clicks, CTR, viewability, reach and frequency, CPM, and conversions . Amazon DSP reporting offers dimensions like line item, creative, supply source, and audience, plus in-platform vs.
219 words, about 1 min07Optimization and Performance Management
Optimization is continuous: monitor delivery, diagnose underperformance, adjust bids/budgets/targeting/creative, and re-measure . Levers include bid strategy changes, audience refinement (add high-performing segments, exclude poor ones), frequency cap tuning, dayparting, supply-source and deal adjustments, and creative rotation.
213 words, about 1 min08Amazon Advertising Policies, Brand Safety, and Compliance
Amazon Advertising policies govern prohibited content (e.g., illegal products, misleading claims, certain restricted categories), creative accuracy , landing page quality , and data/privacy rules. Candidates should know that ads must be truthful, substantiated, and compliant with local law, and that restricted categories (alcohol, healthcare, gambling, etc.) have specific requirements or restrictions.
215 words, about 1 min