In terms of Amazon DSP vs Sponsored Display, is one better than the other? Understanding the key differences between these ad types and the goals they can help you achieve will allow you to better balance your Amazon ad strategy.
Amazon DSP
June 26, 2023
One of Amazon's biggest attributes the is the number of ad types you have available to you via Amazon Advertising. Amazon is regularly adds new ad placement options for advertisers such as Sponsored Display ads and DSP.
Amazon’s Demand-Side Platform (DSP) and Sponsored Display ads are essential for increasing reach and targeting ads both on and off Amazon. Both of these ad types support advertising on different platforms other than Amazon.com, such as third party exchanges, Fire TV, Kindle, Amazon Live, streaming services, and other apps.
In terms of Amazon DSP vs Sponsored Display, is one better than the other? Understanding the key differences between these ad types and the goals they can help you achieve will allow you to better balance your Amazon ad strategy.
Amazon DSP (Demand-Side Platform) and Amazon Sponsored Display (SD) are both advertising solutions offered by Amazon, but they have key differences in terms of functionality and targeting capabilities.
Audience Reach and Placement: Amazon DSP allows advertisers to reach audiences both on and off Amazon. It provides access to a wide range of inventory sources, including Amazon websites, apps, devices, and third-party websites and apps. On the other hand, Amazon Sponsored Display primarily focuses on advertising within Amazon’s ecosystem, displaying ads on product detail pages, search results pages, and other relevant placements within Amazon. It's important to clarify Amazon SD contextual targeting is only on Amazon, while SD Audience targeting can be on and off Amazon placements.
Targeting Options: Amazon DSP offers advanced targeting options, including demographic targeting, behavioral targeting, contextual targeting, retargeting based, and negate certain audiences based on browsing and purchase behavior. It also provides access to unique Amazon audience segments and the ability to create custom audiences. Sponsored Display, however, has more limited targeting options, mainly focusing on product and audience targeting based on products or categories. Recently, sponsored display can also do retargeting based on views/purchase, as well as targeting pre-set lifestyle/in market groups that Amazon has created
Ad Formats: Amazon DSP supports various ad formats, including display ads, video ads, audio ads, and custom creative executions. This flexibility allows advertisers to create more engaging and immersive advertising experiences. Sponsored Display primarily offers display ads, including product-centric creatives & video, to showcase products and drive clicks on product detail pages (PDP) and Amazon's home page.
Control and Optimization: Amazon DSP provides advertisers with more control and flexibility over campaign management. Advertisers can set specific bid strategies, manage budgets, and optimize campaigns based on their specific goals. Sponsored Display offers more simplified campaign management, with less granular control over bidding and optimization.
Eligibility and Access: Amazon DSP requires advertisers to meet specific eligibility criteria and work with Amazon or certified DSP partners to access the platform. It is typically recommended for advertisers with larger budgets and more advanced advertising needs. Sponsored Display, on the other hand, is available to a wider range of advertisers and can be accessed directly through the Amazon Advertising console.
In summary, Amazon DSP offers broader audience reach, advanced targeting capabilities, and more control over campaign management, making it suitable for advertisers with more sophisticated advertising goals. Sponsored Display, on the other hand, provides simpler campaign management and focuses on advertising within the Amazon ecosystem, making it accessible to a wider range of advertisers.
