At the annual Amazon Ads event, unBoxed, in Austin, Texas, Amazon introduced new features for its Demand-Side Platform (DSP) and Marketing Cloud (AMC) aimed at optimizing the marketing funnel. Girish Prabhu, Head of Amazon Ads India, highlighted how these tools allow brands to effectively engage audiences and measure results throughout the customer journey.
Key updates include:
Amazon DSP:
– New User Experience: A streamlined interface allows for faster campaign creation, reducing setup time by 75%. New frequency cap controls help manage ad exposure, saving advertisers up to 26% in campaign budgets.
– Enhanced Interoperability: An ads data manager enables secure signal uploads for use across DSP and AMC.
– Performance+ Tactics: This feature automates campaign optimization for customer acquisition, leading to a 51% improvement in acquisition costs.
Amazon Marketing Cloud (AMC):
– No-Code Solutions: New features allow advertisers to gain audience insights and optimize campaigns without coding.
– Long-Term Sales Insights: Brands can estimate expected sales over the next year based on campaign effectiveness, currently in closed beta in the U.S. and coming to India in open beta later this year.