Amazon Launches Dynamic Traffic Engine Making Programmatic Ads Smarter
10 Dec 2024
Amazon Ads is introducing Dynamic Traffic Engine in beta which is a new traffic signal sharing and shaping tool that enables Amazon Ads to inform Supply-Side Platforms (SSPs) exactly what supply it needs, when it needs it, by sending “low demand” or “high demand” signal recommendations in advance. In doing so, Dynamic Traffic Engine empowers SSPs to shape traffic on behalf of Amazon Ads and only send the supply that is likely to generate an impression, helping SSPs optimise their allocated capacity and networking costs.
What does this mean for brands and advertisers using Amazon DSP?
1. More Relevant Ad Impressions
How It Works: The Dynamic Traffic Engine allows Amazon DSP to communicate with SSPs about what kind of ad inventory is in high demand or low demand. This ensures SSPs prioritise delivering ad impressions that align closely with advertisers needs.
Impact on Brands: Brands gain access to ad inventory that is more relevant to their target audiences, improving campaign targeting and reducing wasted ad spend.
2. Improved Campaign Efficiency
How It Works: By reducing unnecessary bid requests (e.g., "low-demand" inventory), DTE streamlines the programmatic process, cutting down on excess signals and inefficiencies in the ad-buying pipeline.
Impact on Brands: Faster and more cost-effective ad placements, potentially improving campaign performance metrics like fill rates, conversion rates, and ROI.
3. Increased Transparency
How It Works: DTE fosters a more open exchange of data between Amazon DSP and SSPs, offering better insights into what inventory performs well and what doesn’t.
Impact on Brands: Advertisers benefit from a clearer understanding of how their campaigns are executed, enabling more strategic optimisations.
4. Higher Monetisation Potential
How It Works: SSPs prioritise ad requests likely to meet advertiser demand, increasing the chance of a successful impression.
Impact on Brands: Better monetisation for SSPs ensures brands have access to premium inventory and ad placements with higher engagement potential.
Summary
Dynamic Traffic Engine represents a paradigm shift in programmatic advertising by making the ecosystem more efficient and effective for all stakeholders. For brands, it offers a clearer path to higher-quality ad placements and better ROI.
Amazon Ads is introducing Dynamic Traffic Engine in beta which is a new traffic signal sharing and shaping tool that enables Amazon Ads to inform Supply-Side Platforms (SSPs) exactly what supply it needs, when it needs it, by sending “low demand” or “high demand” signal recommendations in advance. In doing so, Dynamic Traffic Engine empowers SSPs to shape traffic on behalf of Amazon Ads and only send the supply that is likely to generate an impression, helping SSPs optimise their allocated capacity and networking costs.
What does this mean for brands and advertisers using Amazon DSP?
1. More Relevant Ad Impressions
How It Works: The Dynamic Traffic Engine allows Amazon DSP to communicate with SSPs about what kind of ad inventory is in high demand or low demand. This ensures SSPs prioritise delivering ad impressions that align closely with advertisers needs.
Impact on Brands: Brands gain access to ad inventory that is more relevant to their target audiences, improving campaign targeting and reducing wasted ad spend.
2. Improved Campaign Efficiency
How It Works: By reducing unnecessary bid requests (e.g., "low-demand" inventory), DTE streamlines the programmatic process, cutting down on excess signals and inefficiencies in the ad-buying pipeline.
Impact on Brands: Faster and more cost-effective ad placements, potentially improving campaign performance metrics like fill rates, conversion rates, and ROI.
3. Increased Transparency
How It Works: DTE fosters a more open exchange of data between Amazon DSP and SSPs, offering better insights into what inventory performs well and what doesn’t.
Impact on Brands: Advertisers benefit from a clearer understanding of how their campaigns are executed, enabling more strategic optimisations.
4. Higher Monetisation Potential
How It Works: SSPs prioritise ad requests likely to meet advertiser demand, increasing the chance of a successful impression.
Impact on Brands: Better monetisation for SSPs ensures brands have access to premium inventory and ad placements with higher engagement potential.
Summary
Dynamic Traffic Engine represents a paradigm shift in programmatic advertising by making the ecosystem more efficient and effective for all stakeholders. For brands, it offers a clearer path to higher-quality ad placements and better ROI.
Amazon Ads is introducing Dynamic Traffic Engine in beta which is a new traffic signal sharing and shaping tool that enables Amazon Ads to inform Supply-Side Platforms (SSPs) exactly what supply it needs, when it needs it, by sending “low demand” or “high demand” signal recommendations in advance. In doing so, Dynamic Traffic Engine empowers SSPs to shape traffic on behalf of Amazon Ads and only send the supply that is likely to generate an impression, helping SSPs optimise their allocated capacity and networking costs.
What does this mean for brands and advertisers using Amazon DSP?
1. More Relevant Ad Impressions
How It Works: The Dynamic Traffic Engine allows Amazon DSP to communicate with SSPs about what kind of ad inventory is in high demand or low demand. This ensures SSPs prioritise delivering ad impressions that align closely with advertisers needs.
Impact on Brands: Brands gain access to ad inventory that is more relevant to their target audiences, improving campaign targeting and reducing wasted ad spend.
2. Improved Campaign Efficiency
How It Works: By reducing unnecessary bid requests (e.g., "low-demand" inventory), DTE streamlines the programmatic process, cutting down on excess signals and inefficiencies in the ad-buying pipeline.
Impact on Brands: Faster and more cost-effective ad placements, potentially improving campaign performance metrics like fill rates, conversion rates, and ROI.
3. Increased Transparency
How It Works: DTE fosters a more open exchange of data between Amazon DSP and SSPs, offering better insights into what inventory performs well and what doesn’t.
Impact on Brands: Advertisers benefit from a clearer understanding of how their campaigns are executed, enabling more strategic optimisations.
4. Higher Monetisation Potential
How It Works: SSPs prioritise ad requests likely to meet advertiser demand, increasing the chance of a successful impression.
Impact on Brands: Better monetisation for SSPs ensures brands have access to premium inventory and ad placements with higher engagement potential.
Summary
Dynamic Traffic Engine represents a paradigm shift in programmatic advertising by making the ecosystem more efficient and effective for all stakeholders. For brands, it offers a clearer path to higher-quality ad placements and better ROI.