Amazon Ads unveils Supply Desk to simplify programmatic deal activation

Amazon Ads this month announced the launch of Supply Desk, a new consultative service designed to streamline and scale programmatic deal activations for buyers utilizing Amazon DSP.

Programmatic advertising, the automated buying and selling of ad impressions, can be complex for advertisers. A key challenge lies in determining the optimal combination of supply sources (ad inventory locations) and transaction types (methods for buying ad impressions) to achieve specific campaign goals. This is where Supply Desk aims to add value.

Supply Desk offers a two-pronged approach to simplify programmatic deal activation:

Pre-Curated Deals: Supply Desk curates pre-made inventory packages that cater to various buyer needs. These off-the-shelf deals are readily available for activation within the Amazon DSP inventory hub.

Tailored Support: In addition to pre-curated deals, Supply Desk provides consultative services for buyers seeking more specific solutions. This may include bespoke supply strategy consultations and recommendations for customized inventory packages.

Benefits of Pre-Curated Deals

• Faster Campaign Launch: Pre-made deals enable buyers to reach relevant audiences quickly and efficiently, without the need for extensive negotiation or package creation.
• Contextual Alignment: Supply Desk offers contextually aligned packages, ensuring that ads are displayed on web pages or within apps that are relevant to the advertised product or service.
• Proprietary Amazon Affinity Deals: A unique feature is the inclusion of proprietary Amazon affinity deals. These deals leverage Amazon's shopping data to target users who have demonstrated interest in specific product categories, potentially leading to higher campaign effectiveness.

Additional Support for Buyers

For buyers seeking a more customized approach, Supply Desk offers additional support through:

• Prescriptive Packaging Recommendations: Supply Desk can analyze a buyer's specific campaign goals and recommend tailored inventory packages to optimize performance.
• Bespoke Supply Strategy Consultation: In collaboration with Amazon Ads representatives, buyers can develop a comprehensive supply strategy that aligns with their unique advertising objectives.

Availability and Access

Supply Desk is currently a self-service feature available in North America (US, Canada, Mexico) and Europe (Germany, Spain, France, Italy, United Kingdom) for users of Amazon DSP.

The launch of Supply Desk reflects a growing trend within programmatic advertising: increased collaboration between the buy-side (advertisers and DSPs) and the sell-side (publishers and SSPs). By providing tools and services that streamline deal activation, Amazon Ads aims to simplify the programmatic buying process for advertisers while potentially increasing efficiency and effectiveness for campaigns.