Amazon DSP

Overview

Feb’20
 Amazon.in : ~80% reach in India’s digital population*

300M+ 1.2B+ #1
Portal for start of
IN monthly unique visitors Visits per month
product research
As per a ComScore- Study on India internet
*As per ComScore MyMetrix data, India, Dec’19 As per ComScore Key Measures data, India, Dec’19
population –Jan 2019

2 Amazon Confidential
 Exclusive Amazon
Why Amazon DSP ? audience segments &
comprehensive
targeting solutions

Programmatically reach
verified audiences both Unique + comprehensive
supply
on and off Amazon
using 1st party*
deterministic data Traffic quality + brand
across marketing safeguards

objectives
Reach across devices +
formats

Insights + performance
reporting

* Knowledge of browse/purchase behaviour displayed on amazon.in

Comprehensive targeting solutions to target verified Amazon customers*
across the web
Audience Insights
(insights on how consumers interact with your
products on Amazon)

Amazon Audiences Advertiser Audiences

(Based on browse/purchase behaviour seen on Amazon) (Import your databases for Retargeting, Lookalike
use-cases)
Amazon Confidential * Individuals who have an amazon.in account
Use Amazon’s 1st party data* to identify and reach those with potential
interest in your products or services

Lifestyle In-market
(audiences that have regularly demonstrated (audiences that have recently considered
shopping behaviors reflective of broad interest products in a given category e.g. those
groups e.g. Fashionistas , New or expectant parents ) who have visited product details pages of
shoes in the last 30 days)

Demographic & Geographical

(Age-range , gender , pin-code level)

Amazon Confidential * Knowledge of browse/purchase behaviour displayed on amazon.in

Audience Insights : Inform your campaigns through insights on how your
consumers are interacting with your products on Amazon

When audiences are viewing and The percentage of one-off versus repeat How often customers are
purchasing your products to identify customers to inform loyalty, cross-sell repurchasing your brand to determine
the optimal dayparting and upsell strategies when to re-engage their customers
after their first purchase

Amazon Confidential
 Leverage your existing audience sources* using Advertiser Audiences

Available sources How to use them

Pixel
Reach existing audiences

Advertiser Reach lookalike audiences

hashed
audience

Reach new audiences

DMP transfer

Advertiser Audience Amazon audience

7 Amazon Confidential *Campaigns can work for overlap or union of Amazon & Advertiser audiences
Example : Use Amazon , External targeting signals* to discover your target
segments accurately

In-market
Health - Diet
& Nutrition In-market
In-market Exercise &
Baby Fitness
Apparel Equipment

Advertiser
In-market
audience*
Baby &
DMP
Toddler
Toys

Lifestyle Lifestyle
Advertiser
Exercise & New or
audience
Fitness Expectant Site visitors
Interest parents

8 * Pixel , hashed audience , DMP

Exclusive Access to Amazon.in plus commonly used 3rd party inventory
sources

• Scale to achieve reach goals

• Diverse formats and content for relevance at all touch points

Exclusive to Amazon DSP Available through leading

exchanges
Homepage*, Product detail pages ,
AdX , Rubicon , AppNexus , Inmobi
Thank-you page , Amazon Pay
(more will be added later)
pages

* Except Mobile ATF

Reach your audience across the web to drive frequency

display ads | video ads | Dynamic Ecommerce ads

On Amazon.in Across third-party apps/websites

10
1st and 3rd party solutions for traffic quality safeguards
Amazon Advertising has earned the Trustworthy Accountability Group (TAG) Certified Against Fraud Seal
Developed our own 1st party
traffic quality solution
• Provides real-time pre-bid filtering
• Executes post impression detection and invalidation.
• Manual and automated checks to remove fake sites
*Third party pre-bid filtering and targeting will apply to third-party supply sources only
Enabled industry standard
traffic quality solutions
• DSP now offers pre-bid filtering and targeting from 3
3rd party vendors*, DoubleVerify , Oracle Data Cloud
and Integral Ad Science, to supplement supply quality
solutions already applied by Amazon (for free)
• Implemented blacklists from Trustworthy
Accountability Group (TAG) and Interactive Advertising
Bureau (IAB)
• Enabled ads.txt to filter out unauthorized inventory
 3rd party and manual solutions for Brand safety safeguards
Our growing suite of brand safety tools

3rd party Customer black Manual reviews

integrations & white lists of sites & apps

DoubleVerify and Integral Ad Science We accept customer blacklists and We have a dedicated team at
products are used to filter out brand whitelists which can be applied Amazon that manually reviews
unsafe inventory. across all campaigns or individual websites and apps for brand unsafe
orders. content.
 Pre-bid Viewability targeting to ensure impact of impressions
Target only those impressions most likely to be seen by users (MRC , Amazon Viewability options)

70%+ 60%+

50%+ 40%+

Achieve greater Choose between

accountability viewability tiers

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 Comprehensive reporting to gauge impact of media investments across
marketing objectives

After your campaign runs, you will get robust shopper journey analytics
Full funnel reporting Efficiency + performance
Deep reporting analysis with key metrics from Stronger insights and optimization recommendations to
awareness to purchase that include: detail page meet your campaign goals and objectives. Learn why the
views, add to cart rate, total purchases, product campaign performed well based on placement, creative,
units sold, Amazon product metrics, ad-attributed channel, segment and product level insights
sales data and more

14
 Use-case : Drive reach and engagement across the web irrespective of
whether your brand is listed on Amazon or not*

15 *For brands not listed on Amazon.in click-out to the brand’s website(in an in-app/screen browser) is possible from both Amazon.in and 3P inventory
Use-case : Drive more brand consideration + conversions on Amazon

16 | Sample “link in” placements (from left to right): pre-roll video ad on third-party site; a 320x50 mobile banner on Amazon, a 300x250 eCommerce ad with Amazon customer
reviews on a third-party site; the advertiser’s desktop and mobile detail pages on Amazon
Thanks!