Advanced Targeting for DSP for Display Placement & Video Campaigns
15 Jan 2024
Amazon DSP continues to innovate with the launch of several new targeting capabilities, offering advertisers enhanced control over ad placements across display, native, and video inventory. These updates promise greater alignment with visibility, engagement, and campaign objectives.
Enhanced Display and Native Targeting Controls
1. Fold Position Targeting: Advertisers running display and online video campaigns can now target specific fold positions, either above or below the fold. This granular control allows advertisers to ensure their ads appear in locations optimised for visibility and engagement.
2. Native Content Placement Options: For native advertising campaigns, advertisers can now select placements across various formats, including:
In-feed: Ads displayed within a scrolling feed.
In-article: Ads integrated into article content.
Recommendation widgets: Ads appearing within content recommendation areas.
These features, accessible through the Amazon DSP user interface and API, allow advertisers to tailor their campaigns for specific placement needs. This flexibility ensures that display and native campaigns align more closely with the brands goals. At launch, these capabilities support third-party and Amazon Publisher Direct (APD) inventory, with fold position targeting on Amazon-owned and operated inventory set to expand in late Q1 2025.
Advanced Video Placement Capabilities
1. In-Stream Position Targeting: For streaming TV (STV) and online video (OLV) campaigns, advertisers can now target:
Pre-roll: Ads appearing before video content.
Mid-roll: Ads shown during the content.
Post-roll: Ads displayed after the video ends.
2. Out-Stream Placement Options: Online video campaigns can also target out-stream placements, including video ads shown outside traditional video players (e.g., on webpages or within apps).
3. Duration-Based Targeting: Advertisers can now choose placements based on video content duration, ensuring campaigns align with content length and audience engagement strategies.
These video targeting features replace the former Video Ad Format targeting options, providing a more precise approach to managing streaming TV and online video placements.
Implementation and Management
Advertisers can access these targeting capabilities directly within the line-item settings page while creating or editing campaigns. The features are also supported by Amazon DSP bulk sheets for streamlined campaign management at scale.
For those previously using Video Ad Format targeting, transitioning to the new system is straightforward:
To target in-stream supply exclusively: Enable in-stream position targeting and select all in-stream positions.
To target out-stream supply exclusively: Enable out-stream position targeting and select all out-stream positions.
To target both in-stream and out-stream supply: Leave both options disabled, allowing eligibility for bidding across both types.
Benefits of the Granular Control
These updates significantly enhance advertisers’ ability to:
Optimise visibility and engagement for display and native ads.
Target video ad placements with precision so that campaigns are aligned with audience behaviours and content types.
Simplify management while ensuring flexibility and scalability across third-party and Amazon Publisher Direct inventory.
Looking ahead, Amazon plans to expand coverage for these features across its owned and operated inventory, further amplifying their value for advertisers.
Amazon DSP continues to innovate with the launch of several new targeting capabilities, offering advertisers enhanced control over ad placements across display, native, and video inventory. These updates promise greater alignment with visibility, engagement, and campaign objectives.
Enhanced Display and Native Targeting Controls
1. Fold Position Targeting: Advertisers running display and online video campaigns can now target specific fold positions, either above or below the fold. This granular control allows advertisers to ensure their ads appear in locations optimised for visibility and engagement.
2. Native Content Placement Options: For native advertising campaigns, advertisers can now select placements across various formats, including:
In-feed: Ads displayed within a scrolling feed.
In-article: Ads integrated into article content.
Recommendation widgets: Ads appearing within content recommendation areas.
These features, accessible through the Amazon DSP user interface and API, allow advertisers to tailor their campaigns for specific placement needs. This flexibility ensures that display and native campaigns align more closely with the brands goals. At launch, these capabilities support third-party and Amazon Publisher Direct (APD) inventory, with fold position targeting on Amazon-owned and operated inventory set to expand in late Q1 2025.
Advanced Video Placement Capabilities
1. In-Stream Position Targeting: For streaming TV (STV) and online video (OLV) campaigns, advertisers can now target:
Pre-roll: Ads appearing before video content.
Mid-roll: Ads shown during the content.
Post-roll: Ads displayed after the video ends.
2. Out-Stream Placement Options: Online video campaigns can also target out-stream placements, including video ads shown outside traditional video players (e.g., on webpages or within apps).
3. Duration-Based Targeting: Advertisers can now choose placements based on video content duration, ensuring campaigns align with content length and audience engagement strategies.
These video targeting features replace the former Video Ad Format targeting options, providing a more precise approach to managing streaming TV and online video placements.
Implementation and Management
Advertisers can access these targeting capabilities directly within the line-item settings page while creating or editing campaigns. The features are also supported by Amazon DSP bulk sheets for streamlined campaign management at scale.
For those previously using Video Ad Format targeting, transitioning to the new system is straightforward:
To target in-stream supply exclusively: Enable in-stream position targeting and select all in-stream positions.
To target out-stream supply exclusively: Enable out-stream position targeting and select all out-stream positions.
To target both in-stream and out-stream supply: Leave both options disabled, allowing eligibility for bidding across both types.
Benefits of the Granular Control
These updates significantly enhance advertisers’ ability to:
Optimise visibility and engagement for display and native ads.
Target video ad placements with precision so that campaigns are aligned with audience behaviours and content types.
Simplify management while ensuring flexibility and scalability across third-party and Amazon Publisher Direct inventory.
Looking ahead, Amazon plans to expand coverage for these features across its owned and operated inventory, further amplifying their value for advertisers.
Amazon DSP continues to innovate with the launch of several new targeting capabilities, offering advertisers enhanced control over ad placements across display, native, and video inventory. These updates promise greater alignment with visibility, engagement, and campaign objectives.
Enhanced Display and Native Targeting Controls
1. Fold Position Targeting: Advertisers running display and online video campaigns can now target specific fold positions, either above or below the fold. This granular control allows advertisers to ensure their ads appear in locations optimised for visibility and engagement.
2. Native Content Placement Options: For native advertising campaigns, advertisers can now select placements across various formats, including:
In-feed: Ads displayed within a scrolling feed.
In-article: Ads integrated into article content.
Recommendation widgets: Ads appearing within content recommendation areas.
These features, accessible through the Amazon DSP user interface and API, allow advertisers to tailor their campaigns for specific placement needs. This flexibility ensures that display and native campaigns align more closely with the brands goals. At launch, these capabilities support third-party and Amazon Publisher Direct (APD) inventory, with fold position targeting on Amazon-owned and operated inventory set to expand in late Q1 2025.
Advanced Video Placement Capabilities
1. In-Stream Position Targeting: For streaming TV (STV) and online video (OLV) campaigns, advertisers can now target:
Pre-roll: Ads appearing before video content.
Mid-roll: Ads shown during the content.
Post-roll: Ads displayed after the video ends.
2. Out-Stream Placement Options: Online video campaigns can also target out-stream placements, including video ads shown outside traditional video players (e.g., on webpages or within apps).
3. Duration-Based Targeting: Advertisers can now choose placements based on video content duration, ensuring campaigns align with content length and audience engagement strategies.
These video targeting features replace the former Video Ad Format targeting options, providing a more precise approach to managing streaming TV and online video placements.
Implementation and Management
Advertisers can access these targeting capabilities directly within the line-item settings page while creating or editing campaigns. The features are also supported by Amazon DSP bulk sheets for streamlined campaign management at scale.
For those previously using Video Ad Format targeting, transitioning to the new system is straightforward:
To target in-stream supply exclusively: Enable in-stream position targeting and select all in-stream positions.
To target out-stream supply exclusively: Enable out-stream position targeting and select all out-stream positions.
To target both in-stream and out-stream supply: Leave both options disabled, allowing eligibility for bidding across both types.
Benefits of the Granular Control
These updates significantly enhance advertisers’ ability to:
Optimise visibility and engagement for display and native ads.
Target video ad placements with precision so that campaigns are aligned with audience behaviours and content types.
Simplify management while ensuring flexibility and scalability across third-party and Amazon Publisher Direct inventory.
Looking ahead, Amazon plans to expand coverage for these features across its owned and operated inventory, further amplifying their value for advertisers.