Amazon DSP streamlines Location Targeting

Amazon Ads last month announced a simplification to the location targeting experience within the Amazon DSP platform. This update specifically benefits self-service advertisers who leverage the line item settings page for campaign management.

Location targeting is a crucial aspect of campaign management in Amazon DSP, a programmatic advertising platform. It allows advertisers to specify the geographic locations where their ads will be displayed. This ensures that ad placements reach audiences within relevant geographic regions, potentially leading to improved campaign performance.

Previous location targeting challenges

Previously, the Amazon DSP line item settings page featured two separate sections for defining location targeting:

• Region Targeting: This section allowed advertisers to target broad geographic regions, such as countries or continents.
• Location Targeting: This section offered more granular targeting options, enabling advertisers to target specific cities, postal codes, or Designated Market Areas (DMAs).

This two-part approach could be confusing for some users, particularly those unfamiliar with the subtle differences between "region" and "location" targeting within the platform.

The new update streamlines the location targeting process by consolidating these two sections into a single, unified "Location Targeting" setting. This simplifies the user interface and eliminates any potential ambiguity regarding targeting options.

Benefits for Advertisers

The streamlined location targeting experience offers several advantages for self-service advertisers using Amazon DSP:

• Enhanced Clarity: The simplified interface eliminates confusion regarding the distinction between region and location targeting.
• Improved Efficiency: Advertisers can now define all their location targeting parameters within a single, easy-to-navigate section. This reduces the time and effort required to configure campaign targeting settings.
• Reduced Errors: The consolidation of settings minimizes the potential for errors that could occur when using two separate targeting sections.

The simplified location targeting experience is currently available to self-service Amazon DSP customers across all major regions, including North America, South America, Europe, Middle East, and Asia Pacific. Managed service customers are not impacted by this change.