Amazon Advertising Platform AAP: What you need to know
Why do you need to include Amazon Advertising Platform (AAP) on your roadmap if you are doing programmatic? In Amazon DSP is possible to run performance and branding campaigns, on web and app environment, and on display, video, and native.
If you are a retailer, there is a high probability that you are already using it, via managed services or in house, especially if your inventory is on sale on Amazon.
Amazon has their own attribution and tracking
Amazon allows third party vendors on adserving, tracking, and viewability, but when it comes to attribution of sales on their own page there is a limitation: the attribution is limited to Amazon DSP, without the inclusion of third party verification.
Amazon is using cookies associated to the login/user id, that can combine Amazon login data with a unique user. That means Amazon can detect if you see an ad on your iPad and then you order a movie on your smart tv or order a book on your Kindle. These unique data points allow Amazon to beat Google and Facebook on attribution when it comes to Smart TV and video/cinema products. Because of these exclusive data points, AAP is very strong on post view conversion.
Amazon is also providing details about the users that do a purchase, giving access to data, that will increase the intelligence of ad buying of the advertisers, and potentially allow them to increase the investment on media buying. Something that Google and Facebook are already doing with their own data (the first based on browser history, the second based on like/interests history), but when it comes to Amazon, the data is based on purchase/product/retail, so for retailers is much more interesting.
Amazon has also exclusive inventory, selling ads on Amazon website. This allows companies to advertise on Amazon when users are deciding to buy a product (in-market). Companies can influence users to change the direction of a user, making them taking another decision on product purchasing.
Amazon Header Bidding
Amazon is one of tbe biggest programmatic ad buyer, and is negotiating directly with the publishers defying Google dominance on the publisher side, with the DFP (Doubleclick for Publishers) and with Google Ad Exchange (AdX). Amazon’s Header Tag has a server to server solution that allows Amazon to bid directly on the inventory of the publishers, giving Amazon the chance to do the last bid on a very low latency, due to the server to server integration. Amazon is also offering data and fee transparency, and price reductions, when compared to Google.
Mobile Measurement Platforms (MMP integrated)
In AAP is also possible to advertise for App Installs and In-app conversions (last one only in the US). The Mobile Measurement Platforms (MMP) integrated are Adjust, AppsFlyer, Kochava and Tune.