Amazon DSP expands in-market audiences to 32 countries with unified targeting

Amazon announced on November 4, 2025, that its Demand-Side Platform now supports in-market audiences across 32 countries with unified targeting definitions. The expansion adds Belgium, Egypt, South Africa, and Poland to the existing roster, streamlining how global advertisers reach behavioral audiences across multiple markets.

According to the announcement, in-market audiences with multi-country support enable advertisers to use consistent audience definitions across different countries. The same audience selection may now work across many markets without requiring separate configuration for each region. This standardized approach simplifies audience discovery and management while respecting local privacy regulations and policies.

The launch addresses operational complexity that has plagued cross-border programmatic campaigns. Global advertisers previously needed to configure behavioral audiences separately for each country, creating fragmentation in campaign management and execution. The unified audience definitions reduce this complexity by providing a single selection method that applies across supported countries.

Amazon DSP's multi-country audience capabilities become available in the platform's Audience tab, where users can see in-market audiences labeled as multi-country when they are available for selection. The interface consolidates what were previously disparate audience selections into a streamlined workflow.

The geographic expansion spans four continents with coverage across developed and emerging advertising markets. North America includes the United States, Canada, and Mexico. Brazil represents South American coverage. European markets encompass Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, and Luxembourg. Middle Eastern availability extends to Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, and Kuwait. Asia Pacific reaches Australia, India, Japan, China, New Zealand, and Singapore.

Both managed service and self-service advertisers can access the multi-country audience targeting through Amazon DSP's Campaign Manager interface, the Amazon Ads API, and Bulk Tool Spreadsheet functionality. The three access methods provide flexibility for different operational workflows, from hands-on campaign managers to programmatic API integrations managing campaigns at scale.

The technical implementation maintains local compliance with privacy regulations despite the unified audience approach. Each market operates under distinct regulatory frameworks, including GDPR in Europe, various data protection laws across Asia Pacific, and regional requirements in Middle Eastern countries. The system's ability to apply consistent audience definitions while respecting local policies addresses a fundamental challenge in global advertising operations.

Amazon's announcement comes as programmatic platforms increasingly focus on simplifying multi-country campaign management. Amazon Ads recently launched unified account functionality for global advertisers, addressing similar cross-border complexity by consolidating registration, billing, and reporting across multiple countries. That development, announced three weeks prior, enables advertisers to manage campaigns in multiple markets through a single organizational structure rather than maintaining separate accounts for each country.

The multi-country audience capabilities complement other recent Amazon DSP enhancements focused on audience targeting and optimization. Amazon DSP introduced Similar Audiences in September 2024, using artificial intelligence to identify and target consumers who share shopping, streaming, or browsing patterns with existing audience segments. That feature operates across select countries in North America, South America, Europe, Middle East, and Asia Pacific, activated through a single checkbox in the DSP interface.

Amazon Marketing Cloud's High-Value Audiences solution provides complementary functionality by enabling advertisers to create targeted audience lists without coding expertise. Audiences created through that system sync automatically with Amazon DSP accounts, streamlining campaign setup. The combination of multi-country targeting, AI-powered similarity modeling, and high-value customer identification creates a comprehensive audience targeting infrastructure.

The platform's reach has expanded significantly throughout 2024 and 2025. Amazon DSP reached a monthly ad-supported audience of 275 million customers in the United States as of October 2024. The platform's recent additions include Netflix inventory starting Q4 2025, Spotify's global audio and video inventory launched October 1, and SiriusXM Media's streaming music portfolio through AdsWizz.

For marketing professionals managing campaigns across multiple countries, the multi-country audience support reduces time spent on audience configuration. Rather than researching and selecting behavioral audiences separately for campaigns in Germany, France, and Italy, advertisers can now apply unified audience definitions across all three markets simultaneously. This efficiency gain becomes more significant as the number of target countries increases.

The standardization also benefits budget allocation and performance analysis. When the same audience definition applies across countries, advertisers can more accurately compare performance metrics between markets. Differences in campaign results reflect actual market variations rather than inconsistencies in audience targeting methodology.

However, the unified approach operates within limitations. Not all in-market audiences are available in every country. The system displays multi-country audiences only when they are available for specific markets, meaning advertisers still need to verify audience availability during campaign setup. Market-specific audiences remain necessary for local targeting requirements that cannot be standardized across countries.

The launch addresses broader trends in global advertising technology. Amazon unveiled Ads Agent on November 11, an artificial intelligence agent that automates campaign management tasks across Amazon Marketing Cloud and Amazon DSP. That system processes natural language instructions to execute complex advertising workflows, including reviewing thousands of audience segments to recommend targeting options for DSP campaigns. The combination of multi-country audience standardization and AI-powered audience recommendations creates potential for sophisticated cross-border targeting at scale.

Privacy compliance remains fundamental to the system's architecture. The multi-country audiences respect local regulations without requiring advertisers to maintain separate compliance frameworks for each market. This technical approach addresses concerns about cross-border data usage while enabling operational efficiency. As privacy regulations continue fragmenting globally, platforms that can maintain unified functionality while respecting local requirements provide significant value to advertisers operating in multiple jurisdictions.

The expansion reflects Amazon's broader strategy of reducing barriers to global advertising adoption. Similar to how the unified account structure consolidates regional management, multi-country audiences eliminate per-country configuration requirements that previously complicated cross-border campaigns. These architectural improvements address feedback from global advertisers seeking simplified workflows without sacrificing targeting precision.

Amazon did not disclose specific behavioral segments included in the multi-country audience library or provide technical details about how the system maintains consistent audience definitions across markets with different consumer behavior patterns and data availability. The announcement focused on availability and access methods rather than underlying methodology.

The timing coincides with increasing advertiser focus on international expansion. Retail media networks are projected to exceed $300 billion by 2030, representing approximately 20% of total global advertising revenue, according to Omdia research. As brands expand retail media strategies across multiple countries, simplified audience targeting becomes increasingly valuable for maintaining consistent messaging and measurement across markets.

For agencies managing multiple client accounts across different countries, the multi-country audience support streamlines campaign development. A single audience strategy can now apply across an entire European portfolio rather than requiring separate audience research and selection for each market. This efficiency enables faster campaign deployment and reduces the specialized knowledge required for managing cross-border programmatic campaigns.

The announcement reflects maturation in programmatic advertising infrastructure. Early demand-side platforms required extensive per-country customization, with each market operating as a distinct entity. Modern platforms increasingly provide unified interfaces that abstract away geographic complexity while maintaining local compliance and market relevance.

Timeline

• November 4, 2025: Amazon DSP announces multi-country in-market audience support across 32 countries
• October 2025: Amazon Ads launches unified account structure for global campaign management
• October 1, 2025: Amazon DSP adds Spotify global audio and video inventory across nine markets
• September 16, 2025: Amazon and SiriusXM expand programmatic audio reach through DSP integration
• September 10, 2025: Netflix becomes available in Amazon DSP starting Q4 2025
• September 8, 2024: Amazon DSP introduces Similar Audiences beta using AI for expanded reach

Summary

Who: Amazon Ads announced the capability for both managed service and self-service advertisers using Amazon DSP across 32 countries.

What: Multi-country support for in-market audiences enables advertisers to use consistent behavioral audience definitions across multiple countries, with new coverage added for Belgium, Egypt, South Africa, and Poland. The feature provides standardized audience selection that works across supported markets while respecting local privacy regulations.

When: Amazon announced the capability on November 4, 2025, with immediate availability across the Amazon DSP platform.

Where: The feature operates across 32 countries spanning North America (United States, Canada, Mexico), South America (Brazil), Europe (17 countries including Belgium and Poland), Middle East (7 countries including Egypt), and Asia Pacific (6 countries). Access is available through Amazon DSP Campaign Manager, Amazon Ads API, and Bulk Tool Spreadsheet.

Why: The multi-country audience support addresses operational complexity facing global advertisers who previously needed to configure behavioral audiences separately for each country. The unified approach streamlines campaign management, enables consistent targeting definitions across markets, and reduces the specialized knowledge required for cross-border programmatic advertising while maintaining compliance with local privacy regulations.