Amazon DSP expands related product targeting to third-party supply
Amazon DSP's Related Product Targeting now includes third-party supply, enhancing contextual advertising options for marketers.
On August 27, 2024, Amazon Ads announced the expansion to its Related Product Targeting (RPT) feature within Amazon DSP's contextual targeting solution. This update broadens the reach of RPT to include third-party supply, marking a notable advancement in digital advertising capabilities for marketers using the Amazon DSP platform.
Related Product Targeting, a feature previously limited to Amazon-operated and owned supply, allows advertisers to connect with shoppers who are browsing products frequently purchased alongside those being promoted in an advertiser's campaign. The extension to third-party supply opens up new avenues for advertisers to reach relevant audiences across a wider range of digital properties.
The importance of this update lies in its ability to help advertisers expand their reach while maintaining high relevancy. By leveraging data on product co-purchasing trends, RPT dynamically adjusts targeted content to reflect the most current consumer behavior patterns. This approach enables advertisers to tap into a broader contextual landscape without sacrificing the precision of their targeting efforts.
Availability of the expanded RPT feature spans multiple regions globally. In North America, it covers the United States, Canada, and Mexico. South American availability includes Brazil. The European market sees widespread implementation across major countries including Germany, Spain, France, Italy, and the United Kingdom, as well as Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, and Luxembourg.
In the Middle East, the feature is available in Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, and Kuwait. Asia Pacific regions with access include Australia, India, Japan, New Zealand, China, and Singapore.
The feature is accessible to both self-service and managed service users of Amazon DSP. Advertisers can implement RPT through the "Location and segment targeting" tab within the Amazon DSP interface.
For those utilizing API integration, Related Product Targeting can be applied to ad targeting using the "auto target" option in the Universal Targeting API. Detailed technical documentation for API implementation is available on the Amazon Advertising API documentation site.
This expansion of Related Product Targeting aligns with broader industry trends towards more sophisticated contextual advertising solutions. As the digital advertising landscape continues to evolve, particularly in response to changing privacy regulations and the phasing out of third-party cookies, contextual targeting methods like RPT are gaining increased attention from marketers seeking effective, privacy-compliant ways to reach relevant audiences.
The addition of third-party supply to RPT potentially offers several benefits to advertisers:
- Increased Reach: By extending beyond Amazon-owned properties, advertisers can potentially connect with a larger audience base.
- Enhanced Relevancy: The ability to target based on related product browsing behavior across a wider range of sites may improve the contextual relevance of ad placements.
- Dynamic Adaptation: The feature's ability to adjust targeting based on current co-purchasing trends helps ensure that advertising strategies remain aligned with evolving consumer behaviors.
- Privacy Compliance: As a contextual targeting method, RPT offers a way to reach relevant audiences without relying on personal identifiers, aligning with current privacy trends in digital advertising.
- Streamlined Integration: For advertisers already using Amazon DSP, the expansion of RPT to third-party supply integrates seamlessly into existing workflows and targeting strategies.
It's worth noting that while this update expands the capabilities of Related Product Targeting, its effectiveness will likely vary depending on factors such as the specific products being advertised, the target audience, and the overall marketing strategy employed by advertisers.
As with any advertising tool, marketers will need to carefully evaluate the performance of campaigns using the expanded RPT feature to determine its effectiveness for their specific goals and target markets.
Key facts about the RPT expansion
Launch Date: August 27, 2024
Feature: Related Product Targeting extended to third-party supply
Platform: Amazon DSP
User Access: Self-service and managed service clients
Geographic Availability: Multiple regions across North America, South America, Europe, Middle East, and Asia Pacific
Implementation: Available through Amazon DSP interface and Universal Targeting API
Core Benefit: Expanded reach while maintaining targeting relevancy
Targeting Method: Based on product co-purchasing trends
Privacy Consideration: Contextual targeting approach not reliant on personal identifiers
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