Amazon DSP Ads: 3 Core Aspects of External Reach – Demystifying SSP

In a Nutshell Amazon DSP (Demand-Side Platform) sellers can maximize ROAS by understanding SSP (Supply-Side Platform) to efficiently display high-quality ads on external websites/apps.

What This Means Amazon Advertising emphasizes the importance of SSP (Supply-Side Platform). SSP is an automated technology that allows publishers to sell ad space on their websites/apps via Real-Time Bidding (RTB). This makes digital ad transactions efficient, and the global programmatic advertising market exceeded $150 billion in 2021. Through Amazon Publisher Services (APS), Amazon provides high-quality external inventory to Amazon DSP advertisers, enabling better visibility, lower CPM (Cost Per Mille), and higher ROAS (Return On Ad Spend).

Implications for Korean Sellers 1. Expand External Reach: Amazon DSP, through APS, accesses high-quality external placements, allowing sellers to expose their products on websites/apps outside of Amazon, thereby increasing brand awareness. 2. Improve Ad Efficiency: SSP optimizes placement value, and Amazon DSP can purchase ads with better visibility and lower CPM, leading to higher ROAS. 3. Understand Programmatic: SSP enables core programmatic advertising features such as RTB, Supply Path Optimization (SPO), and Frequency Capping. Understanding this technology helps with targeting and budget management when setting up DSP campaigns.

Important Note 💡 Amazon Publisher Services (APS) is currently an invite-only service, but you can still leverage high-quality external inventory in the global market through Amazon DSP.

Next Actions - Develop campaign strategies that leverage Amazon DSP to reach potential customers outside of Amazon. - Continuously optimize ad efficiency by analyzing Amazon DSP's targeting options and reports.

📰 Source: https://advertising.amazon.com/library/guides/supply-side-platform