Amazon unveils simplified DSP for enhanced campaign efficiency

Amazon has announced a major overhaul of its Demand-Side Platform (DSP), designed to make digital advertising more streamlined and effective. This update, revealed at its annual UnBoxed conference, is aimed at simplifying the complexity of ad targeting, campaign management, and optimization across multiple channels and devices. With a focus on full-funnel reach, advertisers can expect improved campaign efficiency, reduced setup times, and deeper insights through new machine-learning features and enhanced automation.

One of the standout features of this update is the simplified campaign creation process. According to Amazon, the new consolidated display line-item feature reduces campaign setup time by 75%, bringing together desktop, mobile, and app display inventory into a single interface. This enables advertisers to launch and monitor their campaigns with just a few clicks, a significant improvement in usability. Additionally, the platform’s new machine-learning recommendations and insight cards allow advertisers to quickly audit campaign performance, make necessary adjustments, and apply optimizations with ease. These updates reflect Amazon’s commitment to improving advertiser efficiency in an increasingly fragmented digital landscape.

Amazon DSP’s improvements aren’t just about simplicity; they also focus on delivering precision across the entire advertising funnel. Advertisers can now enjoy new frequency cap controls that manage ad frequency across multiple campaigns and channels, such as desktop, mobile, and streaming platforms. This ensures that ads reach the right audiences without unnecessary overlap, resulting in up to 26% savings on campaign budgets and a 21% boost in incremental reach, according to early tests.

Furthermore, the platform integrates seamlessly with Amazon Marketing Cloud (AMC) and other data management platforms, allowing advertisers to securely upload and utilize their first-party data. This interoperability creates opportunities for advertisers to develop custom audiences, combining their data with Amazon Ads signals and third-party publisher insights. The result is highly relevant, performance-driven campaigns that can engage customers across Amazon properties like Prime Video, Twitch, and third-party publishers. For instance, Fiverr saw significant improvements after leveraging Amazon DSP’s Performance+ feature, achieving a 66% reduction in cost-per-acquisition (CPA) and a 72% increase in click-through rates.