Do you want to understand how your advertising campaigns perform when audiences are exposed to your ad across multiple channels?
Cross-media measurement is a known challenge for marketers. We’ve introduced Amazon Marketing Cloud to help advertisers like you address this challenge.
Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean room solution, in which advertisers can easily perform analytics across pseudonymized signals, including Amazon Ads events as well as their own event tables.
AMC helps marketers enrich their advertising measurement by supplying customizable analytics on event-level inputs – going beyond what traditional reports provide.
AMC is currently available for eligible advertisers and their partners. Eligible advertisers & partners are active on Amazon DSP and have analytics resources who can write SQL.
1. Maximize your media investment by using insights to better understand your customers and inform campaign planning.
2. Build more custom, flexible analytics to understand your varying needs across campaign measurement, audience refinement, consumer insights, supply optimization, and customer journey measurement.
3. Make optimization decisions that help improve your campaign results.
Let’s review some common terms related to analytics and cloud services to help you better understand why AMC is the solution for you.
clean room
A clean room is a secure and privacy-safe environment where pseudonymous inputs from multiple sources can be linked and queried to produce aggregated, anonymous outputs. It is used to help marketers better understand their marketing performance, derive insights, and make effective media and business decisions.
Advertisers can upload pseudonymous inputs into Amazon Marketing Cloud (AMC) clean room, and join them with pseudonymized Amazon Ads event-level signals such as impressions, clicks, and conversions. Event tables are unique to the advertiser, information never leaves your dedicated AMC instance. AMC only generates aggregated, anonymous reporting outputs.
AMC instance
An AMC instance includes one or more Amazon DSP CFIDs and could also include Sponsored Products entity IDs for one advertiser company. When users query event tables, they only query from one instance and cannot query across instances in the same query.
AMC UI account
An AMC UI account includes one or more instances. Most advertisers using AMC directly will have an account with one instance. Agencies will likely have many instances in an account and might have multiple accounts. Mapping of instances to accounts is flexible.
AMC UI Accounts enable data analysts to query AMC within the UI, without needing to use AMC’s API.
Pseudonymized
Pseudonymization is a technique that replaces or removes information in an event table that identifies an individual.
Event-level signals allows for richer insights by helping you build and configure your aggregated insights.
Amazon cannot access the advertiser’s information in an advertiser’s Amazon Marketing Cloud instance. Advertisers cannot access the campaign events that Amazon uploads to their Amazon Marketing Cloud instance.
With the right event tables in a privacy-safe place, you can answer many business questions, such as:
Amazon’s Demand Side Platform (DSP), previously known as Rodeo or AAP, is an advertising platform enabling sellers and vendors to programmatically buy ad inventory on Amazon.com, Amazon Shopping App (iOS and Android), through Amazon Publisher Services, and third party supply. It is a one-stop tool enabling vendors and sellers to advertise their products on and off Amazon using Amazon consumer behavior data.
Amazon DSP offers advertisers flexible campaign options by incorporating customization of audiences, advertised products, targeted devices, and creatives. DSP WINNER provides management and support of all types of campaigns, including Display, Video, and Connected TV.
Targeting options include shoppers who have viewed, purchased or searched for pre-selected products, based on the advertiser’s choice. These custom audiences can be used to target or exclude, depending on the goal of the campaign itself. Advertisers can also use broader audience groups such as In-Market, Lifestyle, and Contextual audiences. Amazon directly integrates with 3rd party audience platforms such as Polk Auto and Oracle.
Flexible creative options are available for every campaign objective.
The most rudimentary creative is Dynamic Ecommerce Ads, which is a self-generated creative using an ASIN as the input. From there, advertisers are able to customize a 50 character call to action, logo, and review snippet of their choosing.
Amazon offers exclusive ad inventory on its owned and operated properties, which include Amazon.com, Amazon Shopping App, and IMDb.com. Amazon DSP provides access to this exclusive inventory to promote a product of their choosing. Additionally, Amazon DSP can access third party supply to bid on inventory competing against other DSPs.
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