13. Amazon DSP¶
This cluster contains 4 wiki page entries. Read it as a mini-module: learn the concept, try the workflow, then practice with a report, campaign draft, or simulator scenario.
Pages in this section¶
- [[13.1 DSP Fundamentals]]
- [[13.2 DSP Campaign Types]]
- [[13.3 DSP Audience Building]]
- [[13.4 DSP + Sponsored Ads Synergy]]
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
Amazon DSP is Amazon's advanced programmatic ad platform. It can buy display, video, audio, and connected TV ads across Amazon-owned and third-party inventory.
Sponsored Ads vs DSP¶
| Sponsored Ads | DSP |
|---|---|
| Search and retail-intent focused | Programmatic audience buying |
| Easier for beginners | Advanced setup and measurement |
| Direct response heavy | Full-funnel awareness and retargeting |
| Lower entry point | Higher budget and expertise needed |
Campaign types¶
DSP campaigns can include display, video, audio, OTT/connected TV, prospecting, and retargeting. Prospecting reaches new audiences. Retargeting brings back shoppers who already interacted with your brand or category.
Synergy model¶
DSP Awareness -> Sponsored Brands Consideration -> Sponsored Products Conversion -> DSP/SD Retargeting
Use AMC when possible to understand overlap and incremental impact.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.