Amazon DSP enhances display ad targeting with fold position controls

In a significant update announced on December 19, 2024, Amazon Demand Side Platform (DSP) introduced advanced targeting capabilities for display and native advertising inventory. According to the official announcement, the platform now enables advertisers to specify fold positions for display and online video campaigns, while also providing control over native content placements across different formats.

The technical implementation allows advertisers to target specific fold positions, including above and below the fold placements for display advertising. According to Amazon DSP documentation, the system supports targeting options through both the user interface and API integration, making it accessible through multiple implementation paths.

Native advertising campaigns received additional granular controls. The targeting options now include in-feed, in-article, and recommendation widget placements. These technical specifications provide advertisers with precise control over their content distribution channels.

Implementation of these features requires activation through the "Add Targeting" button within the Targeting widget on the line-item settings page. The technical architecture supports integration through three primary channels: the Amazon DSP user interface, Bulk Tool Spreadsheets, and API implementations.

For developers utilizing the API integration, Amazon DSP has integrated the new targeting settings into the existing Targets API. The implementation supports create, list, and delete operations, maintaining consistency with the established API structure.

Geographic availability spans multiple continents and regions. In North America, the service operates in the United States, Canada, and Mexico. European coverage includes Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Switzerland, Austria, Finland, Norway, Ireland, Denmark, and Luxembourg.

The Middle Eastern market access encompasses Saudi Arabia, United Arab Emirates, Israel, Egypt, Turkey, Morocco, Bahrain, and Kuwait. In the Asia Pacific region, the service operates in Australia, India, Japan, New Zealand, Singapore, and China. South American presence currently focuses on Brazil.

Technical limitations exist regarding inventory coverage. According to the announcement, Amazon owned and operated inventory does not currently support fold position targeting. Plans for expansion indicate this limitation will be addressed, with support scheduled for late Q1 2025.

The implementation affects the broader advertising technology ecosystem. These targeting capabilities function across third-party inventory and Amazon Publisher Direct (APD) inventory, indicating extensive integration with existing advertising infrastructure.

Accessibility remains restricted to self-service advertisers on Amazon DSP, defining clear parameters for platform access. This specification maintains control over feature implementation while ensuring proper system utilization.

The technical framework supports multiple targeting parameters beyond fold position and native content placement. The system architecture includes capabilities for domain targeting, contextual targeting, viewability settings, and mobile app targeting, creating a comprehensive targeting ecosystem.

Implementation details reveal integration with existing verification systems and third-party pre-bid solutions, maintaining compatibility with established advertising technology standards. The platform preserves existing domain exclusion capabilities, allowing advertisers to maintain brand safety parameters while implementing new targeting features.

The announcement represents a technical evolution in digital advertising placement control, providing granular targeting capabilities within established advertising technology frameworks. The implementation timeline, stretching from the December 19, 2024 announcement to planned expansions in Q1 2025, indicates a phased approach to feature deployment.