程序化广告
Amazon DSP
亚马逊旗下 DSP，可程序化购买亚马逊及第三方网站/App 广告库存，利用亚马逊一方购物行为数据精准定向。
主要用途
Amazon DSP is Amazon's demand-side platform for buying programmatic display, video, and audio advertising both on Amazon-owned properties — including Amazon.com, IMDb, Twitch, and Fire TV — and across third-party publisher sites through Amazon Publisher Services. What distinguishes it from other DSPs is audience access: Amazon DSP lets advertisers reach segments built from actual purchase history, product browsing behavior, and streaming data that only Amazon holds. Campaigns can span the full purchase funnel, from awareness video on connected TV to retargeting near the point of purchase. It is primarily available through Amazon managed service with a spend minimum, though agencies and qualifying brands can access the self-service console directly.
所在链路
Amazon DSP sits above Sponsored Ads in the Amazon advertising stack, extending reach to audiences not yet searching while using Amazon's shopping data to maintain purchase intent signals.
核心功能
- Amazon first-party purchase and browsing audience segments unavailable on other DSPs
- Inventory across Amazon.com, IMDb, Twitch, Fire TV, and third-party publisher networks
- Programmatic display, video, streaming audio, and connected TV in one buying interface
- Amazon Attribution integration for measuring cross-channel impact on detail page traffic and sales
- Lookalike audiences modeled from in-market and competitor purchaser segments
- Managed and self-service access tiers with dedicated Amazon account support
适合谁用
- Brands selling on Amazon that want to extend reach beyond Sponsored Ads into programmatic
- Retail and CPG advertisers targeting audiences based on actual purchase behavior rather than modeled intent
新手提示
- Managed service spend minimums are typically $35,000 per month; partnering with a certified DSP agency can lower the practical entry point significantly.
- Set up Amazon Attribution before launching DSP campaigns so you can measure sales lift on your product detail pages rather than relying only on DSP-native metrics like page views.
- Competitor category purchaser segments are among the platform's most powerful audiences — test them before building lookalikes, as they often outperform modeled audiences in head-to-head tests.