Triple Your Ad Performance! The Key to Amazon's 'Authenticated Graph'

In a Nutshell Amazon's 'authenticated graph' is a core technology that leverages customer shopping and streaming data to dramatically improve ad accuracy, boosting ad efficiency by up to 3x.

What's the Scoop? In an era where ad targeting is becoming increasingly challenging due to the deprecation of third-party cookies, Amazon Ads offers a new solution with its 'authenticated graph'. This backend technology securely connects customer Amazon login and streaming data in an encrypted manner, allowing advertisers to accurately reach potential customers at the household level. Without exposing personal information to advertisers, it definitively reaches over 90% of US households and provides a high match rate of over 75% when using Amazon Audiences. The 'authenticated graph' automatically supports targeting, frequency management, and measurement across all Amazon Ads campaigns.

Implications for Korean Sellers For Korean sellers, the 'authenticated graph' presents a significant opportunity to maximize ad efficiency and more effectively reach potential customers in the US market.

1. Maximize Targeting Accuracy: By leveraging Amazon DSP, you can reduce wasted ad spend and increase conversion rates, thanks to real customer behavior data powered by the 'authenticated graph'. Action: Actively utilize Amazon Audiences and leverage frequency capping to reduce ad fatigue within the same household, thereby boosting efficiency.

2. Expand into Streaming TV and Audio Ads: Household-level recognition is now possible across streaming TV platforms like Fire TV and Roku, as well as audio platforms such as Amazon Music, Spotify, iHeart, and Pandora. This enables precise targeting and measurement on these channels. Action: Consider your product's characteristics and your target audience's media consumption patterns, then experiment with streaming TV and audio ad campaigns via Amazon DSP. Audio ads, in particular, can be an effective channel for reaching new potential customers and boosting brand awareness.

3. Optimize Geo-Targeted Campaigns: Amazon's 'Geographic Insights and Activation' solution leverages the 'authenticated graph' to combine retail insights with advertiser geographic signals, identifying high-growth areas and optimizing campaign delivery. Action: If you're a seller looking to acquire new customers by focusing on specific regions, use this solution to identify areas with high growth potential and run tailored ad campaigns. (For example, Nestlé Purina saw a 313% increase in new brand engagement and an 86% reduction in customer acquisition costs using this.)

Important Considerations 💡 The reach (over 90%) and match rate (over 75%) figures mentioned in this post are primarily based on US market data. While the 'authenticated graph' technology itself applies to all Amazon Ads campaigns, specific performance may vary in different regions. Furthermore, the 'authenticated graph' is not a product that advertisers directly activate; rather, it's a backend technology that supports Amazon Ads campaigns across the board.

Next Steps - Re-evaluate your ad campaign strategy using Amazon DSP and explore targeting and channel expansion methods that can maximize the benefits of the 'authenticated graph'. - Analyze whether streaming TV and audio ad channels would be effective for your product's target audience, and consider launching campaigns through Amazon DSP. - If you're targeting specific regions, discuss how to leverage Amazon's Geographic Insights solution with your account manager.

📰 Source: https://advertising.amazon.com/library/guides/authenticated-graph