Amazon Ads unveils Persona Builder

Amazon Ads last month launched Persona Builder, a new tool enabling advertisers to generate and analyze custom audience personas based on Amazon's first-party data.

Functionality:

• Discovery and Validation: Persona Builder utilizes Amazon's data to uncover and confirm audience shopping and streaming behaviors, including relevant life events and interests.
• Custom Persona Creation: Existing audience segments can be combined to form bespoke brand personas. For instance, targeting premium fitness headphones could involve merging audiences interested in "technology," "headphones," and "fitness apparel."
• Actionable Insights: The tool provides insights into the wants, needs, and motivations of personas.
• Campaign Activation: Personas can be directly activated within Amazon Ads campaigns, reaching them across various channels.

Benefits:

• Enhanced Audience Understanding: Persona Builder offers a deeper view of target audiences beyond basic demographics.
• Improved Campaign Targeting: Campaigns tailored to specific personas can yield increased relevance and effectiveness.
• Boosted Campaign Performance: Laser-focused messaging and targeting can lead to improved campaign results.
• Expanded Audience Reach: Integration with Amazon DSP allows reaching personas beyond Amazon itself.

Availability:

Persona Builder is currently accessible to managed service and self-service advertisers in multiple countries across North America, South America, Europe, the Middle East, and Asia Pacific.

Access Methods:

• Amazon DSP: The tool is directly integrated within the Amazon DSP platform.
• API: Developers can leverage the Persona Builder API for programmatic control and workflow integration.

Further Information:

Detailed API documentation is available, outlining:

• API Endpoints:
  • /insights/bandedSize: estimates audience size.
  • /insights/demographics: provides demographic insights.
  • /insights/topOverlappingAudiences: identifies similar audiences.
  • /insights/topCategoriesPurchased: reveals buying preferences.
  • /insights/primeVideo: analyzes Prime Video viewing habits.
  • /dsp/audiences/combinedAudiences: creates and saves combined audiences.

Persona Builder empowers advertisers to leverage data-driven insights for creating effective personas that drive marketing success.