Amazon Launches Updates to Help how Agencies Plan, Execute & Measure DSP Campaigns
24 Feb 2025
Amazon Ads has rolled out two significant updates, Ads Planner and Amazon Ad Tag (AAT 2.0). These aim to improve how brands and agencies plan, execute, and measure Amazon DSP campaigns. Let’s break down what these updates mean for advertisers and how they can leverage these new tools effectively.
Amazon DSP Ads Planner: Smarter, More Efficient Media Planning
Amazon DSP’s Ads Planner introduces a goal-based media planning workflow, making it easier for brands and agencies to structure their ad campaigns with real-time audience insights and automated recommendations.
Key Benefits:
Simplified planning – Advertisers can now create a comprehensive campaign plan based on specific goals (e.g., brand awareness, consideration, or conversion).
Real-time audience understanding – The tool helps advertisers analyse deduplicated reach and frequency across different ad formats (video and display), reducing inefficiencies caused by overlapping audience targeting.
Smarter budget allocation – Ads Planner provides automated budget recommendations to optimise spend across formats and placements, ensuring better return on investment.
Reduced manual intervention – Previously, media planning on Amazon DSP required manual adjustments to predict audience reach and budget distribution. Ads Planner streamlines this process, saving time and improving accuracy.
Amazon Ad Tag 2.0 (AAT 2.0): Advanced Measurement & Attribution Beyond Amazon
One of the biggest challenges for brands running Amazon DSP campaigns is measuring performance beyond Amazon’s ecosystem. AAT 2.0 addresses this by extending Amazon DSP’s measurement capabilities to external destinations such as:
D2C websites.
Lead generation landing pages.
Other non-Amazon digital touchpoints.
What’s new in AAT 2.0?
Expanded tracking capabilities – Advertisers can now get detailed insights into how Amazon DSP-driven traffic behaves on their external pages.
Easier implementation – AAT 2.0 supports integration via third-party tag managers (e.g., Google Tag Manager), simplifying setup for brands.
Better ad addressability – By extending measurement beyond Amazon, brands can optimise retargeting strategies and conversion tracking.
What This Means for Brands
With these updates, Amazon Ads is bridging the gap between ad execution, media planning, and measurement, making Amazon DSP a more powerful tool for advertisers.
For performance marketers – AAT 2.0 allows for more granular tracking, helping brands better understand the impact of their Amazon DSP campaigns on external sites.
For media buyers – Ads Planner provides a more automated, goal-driven approach to campaign structuring, reducing guesswork and manual effort.
For brands investing in full-funnel strategies – The deduplicated reach and frequency insights help advertisers avoid wasted spend and improve omnichannel engagement.
Summary
These updates demonstrate Amazon’s push toward more data-driven, automated, and flexible advertising solutions. As Amazon DSP continues to evolve, brands and agencies that leverage these tools effectively will be able to run smarter campaigns with improved attribution, optimised budgets, and a clearer understanding of their audience reach.
Amazon Ads has rolled out two significant updates, Ads Planner and Amazon Ad Tag (AAT 2.0). These aim to improve how brands and agencies plan, execute, and measure Amazon DSP campaigns. Let’s break down what these updates mean for advertisers and how they can leverage these new tools effectively.
Amazon DSP Ads Planner: Smarter, More Efficient Media Planning
Amazon DSP’s Ads Planner introduces a goal-based media planning workflow, making it easier for brands and agencies to structure their ad campaigns with real-time audience insights and automated recommendations.
Key Benefits:
Simplified planning – Advertisers can now create a comprehensive campaign plan based on specific goals (e.g., brand awareness, consideration, or conversion).
Real-time audience understanding – The tool helps advertisers analyse deduplicated reach and frequency across different ad formats (video and display), reducing inefficiencies caused by overlapping audience targeting.
Smarter budget allocation – Ads Planner provides automated budget recommendations to optimise spend across formats and placements, ensuring better return on investment.
Reduced manual intervention – Previously, media planning on Amazon DSP required manual adjustments to predict audience reach and budget distribution. Ads Planner streamlines this process, saving time and improving accuracy.
Amazon Ad Tag 2.0 (AAT 2.0): Advanced Measurement & Attribution Beyond Amazon
One of the biggest challenges for brands running Amazon DSP campaigns is measuring performance beyond Amazon’s ecosystem. AAT 2.0 addresses this by extending Amazon DSP’s measurement capabilities to external destinations such as:
D2C websites.
Lead generation landing pages.
Other non-Amazon digital touchpoints.
What’s new in AAT 2.0?
Expanded tracking capabilities – Advertisers can now get detailed insights into how Amazon DSP-driven traffic behaves on their external pages.
Easier implementation – AAT 2.0 supports integration via third-party tag managers (e.g., Google Tag Manager), simplifying setup for brands.
Better ad addressability – By extending measurement beyond Amazon, brands can optimise retargeting strategies and conversion tracking.
What This Means for Brands
With these updates, Amazon Ads is bridging the gap between ad execution, media planning, and measurement, making Amazon DSP a more powerful tool for advertisers.
For performance marketers – AAT 2.0 allows for more granular tracking, helping brands better understand the impact of their Amazon DSP campaigns on external sites.
For media buyers – Ads Planner provides a more automated, goal-driven approach to campaign structuring, reducing guesswork and manual effort.
For brands investing in full-funnel strategies – The deduplicated reach and frequency insights help advertisers avoid wasted spend and improve omnichannel engagement.
Summary
These updates demonstrate Amazon’s push toward more data-driven, automated, and flexible advertising solutions. As Amazon DSP continues to evolve, brands and agencies that leverage these tools effectively will be able to run smarter campaigns with improved attribution, optimised budgets, and a clearer understanding of their audience reach.
Amazon Ads has rolled out two significant updates, Ads Planner and Amazon Ad Tag (AAT 2.0). These aim to improve how brands and agencies plan, execute, and measure Amazon DSP campaigns. Let’s break down what these updates mean for advertisers and how they can leverage these new tools effectively.
Amazon DSP Ads Planner: Smarter, More Efficient Media Planning
Amazon DSP’s Ads Planner introduces a goal-based media planning workflow, making it easier for brands and agencies to structure their ad campaigns with real-time audience insights and automated recommendations.
Key Benefits:
Simplified planning – Advertisers can now create a comprehensive campaign plan based on specific goals (e.g., brand awareness, consideration, or conversion).
Real-time audience understanding – The tool helps advertisers analyse deduplicated reach and frequency across different ad formats (video and display), reducing inefficiencies caused by overlapping audience targeting.
Smarter budget allocation – Ads Planner provides automated budget recommendations to optimise spend across formats and placements, ensuring better return on investment.
Reduced manual intervention – Previously, media planning on Amazon DSP required manual adjustments to predict audience reach and budget distribution. Ads Planner streamlines this process, saving time and improving accuracy.
Amazon Ad Tag 2.0 (AAT 2.0): Advanced Measurement & Attribution Beyond Amazon
One of the biggest challenges for brands running Amazon DSP campaigns is measuring performance beyond Amazon’s ecosystem. AAT 2.0 addresses this by extending Amazon DSP’s measurement capabilities to external destinations such as:
D2C websites.
Lead generation landing pages.
Other non-Amazon digital touchpoints.
What’s new in AAT 2.0?
Expanded tracking capabilities – Advertisers can now get detailed insights into how Amazon DSP-driven traffic behaves on their external pages.
Easier implementation – AAT 2.0 supports integration via third-party tag managers (e.g., Google Tag Manager), simplifying setup for brands.
Better ad addressability – By extending measurement beyond Amazon, brands can optimise retargeting strategies and conversion tracking.
What This Means for Brands
With these updates, Amazon Ads is bridging the gap between ad execution, media planning, and measurement, making Amazon DSP a more powerful tool for advertisers.
For performance marketers – AAT 2.0 allows for more granular tracking, helping brands better understand the impact of their Amazon DSP campaigns on external sites.
For media buyers – Ads Planner provides a more automated, goal-driven approach to campaign structuring, reducing guesswork and manual effort.
For brands investing in full-funnel strategies – The deduplicated reach and frequency insights help advertisers avoid wasted spend and improve omnichannel engagement.
Summary
These updates demonstrate Amazon’s push toward more data-driven, automated, and flexible advertising solutions. As Amazon DSP continues to evolve, brands and agencies that leverage these tools effectively will be able to run smarter campaigns with improved attribution, optimised budgets, and a clearer understanding of their audience reach.