Increasing ROAS with Contextual Targeting (beta) from HAQM Ads
A CPG brand saw a 20x increase in return on ad spend, compared to legacy marketing solutions, when leveraging our new Contextual Targeting product.
Technology and services
HAQM DSP
Delivering results through relevancy at scale, HAQM DSP is an omnichannel marketing solution that provides choice and flexibility to drive meaningful moments between brands and consumers.
Why HAQM DSP?
HAQM DSP stands out by prioritizing both reach and privacy. It leverages unique first-party data and AI to deliver impactful ads even without traditional identifiers, ensuring your campaigns remain effective in a changing landscape. Additionally, its AI-powered automation streamlines campaign management and empowers advertisers with transparent reporting for data-driven decision-making. By combining privacy-centric clean rooms with streamlined workflows, HAQM DSP offers a comprehensive solution that unlocks deeper audience insights and optimizes campaign performance.
What makes HAQM DSP different?
Premium supply
Reach relevant customers across the largest supply of premium, ad-supported content wherever they’re spending their time across HAQM-exclusive properties like Prime Video, or across third-party supply through our direct integrations with publishers and leading supply-side platforms.
Unique audience signals
Gain a better understanding of your audience and the best strategy to reach them with our unique signals powered by our expansive browsing, shopping, and streaming insights. Through our propriety approach to deterministic and modeled audiences, HAQM DSP helps advertisers reach qualified users without relying on traditional ad identifiers.
AI-powered optimization
Maximize return on investment with our AI-powered solution by leveraging first- and third-party insights to automate tasks and target relevant audiences on HAQM and across third-party apps, sites, and devices.
Interoperable technology
For more efficient end-to-end campaign management, interoperability between our systems (such as HAQM Web Services, HAQM Marketing Cloud, HAQM Publisher Cloud) and yours can eliminate fragmentation in the planning, buying, and measurement journey.
What ads can I buy through HAQM DSP?
Engage your audience with a combination of audio, display, online video, Streaming TV, and physical store advertising. Reach audiences where they spend time across all formats and devices.
Where can my ads appear?
Your ads can appear in first-party supply sources like HAQM Originals on Prime Video and HAQM Freevee, livestreams on Twitch, live sports including Thursday Night Football, and HAQM.com. They can also appear on HAQM Fresh kiosks and connected devices such as Fire TV, Kindle, and Alexa. In addition, HAQM DSP offers the ability for advertisers to activate on thousands of premium third-party sites and apps via HAQM Publisher Direct and leading third-party exchanges. (Availability may vary by region.)
HAQM DSP case studies
HAQM DSP educational resources
In this course, you will learn about programmatic advertising with HAQM, as well as the benefits of using HAQM DSP to achieve your programmatic advertising goals.
The course topics include HAQM DSP audience solutions, supply quality, campaign setup, supply, ad policy, and campaign performance and optimization.
The course topics include bid strategies, conversion tracking, audiences, third-party integrations, private marketplace deals, attribution, and bulksheets.
Get started with HAQM DSP
Connect your brand with customers. Register today or contact an HAQM Ads account executive to learn more.
Already have an HAQM DSP account?
FAQs
What is a DSP (demand-side platform)?
A demand-side platform (DSP) is a tool that automates and centralizes media buying from multiple sources, streamlining the process for greater efficiency and reach.
How can I get started?
We offer two options to get started: self-service and managed-service.
- Self-service customers are in full control of their campaigns. Start by either creating a new account or sign in if you’re an existing user.
- The managed-service option is designed for advertisers that want access to HAQM DSP inventory, with consultative service, or for those with limited programmatic advertising experience. The managed-service option typically requires a minimum spend of $50,000 USD (minimum may vary per country). Contact an HAQM Ads account executive for more information.
I don’t sell on HAQM. Can I still use HAQM DSP?
Yes, you can use HAQM DSP even if you don’t sell on HAQM. HAQM DSP is designed to help advertisers reach audiences both on HAQM and beyond. It offers advanced targeting capabilities using HAQM’s rich first-party signals, enabling you to reach specific demographics, behaviors, contextually relevant products and categories, keywords, and interests across the web. This means you can place ads on HAQM-owned properties like Prime Video, IMDb, and Twitch, and across a wide range of premium third-party publishers.
Whether your goal is to drive brand awareness, consideration, or conversion, HAQM DSP provides the tools and insights needed to effectively reach relevant audiences and achieve your advertising objectives.
What types of audience targeting capabilities are offered through HAQM DSP?
HAQM DSP offers audience targeting in three main categories: 1) HAQM Audiences, based on first-party buying, browsing, and streaming signals; 2) advertiser audiences, driven by custom inputs like product relevance and remarketing; 3) third-party audiences, sourced from broader internet activities, such as car purchases or cable subscriptions, to name a few.
How does HAQM DSP approach addressability in advertising campaigns?
Over the past two years, HAQM Ads has been innovating to reduce reliance on less durable signals. Ad Relevance marks a shift in how we deliver relevant ads, using more signals and the latest in AWS-powered AI. Instead of replacing third-party cookies with another signal, Ad Relevance introduces innovations across three areas: leveraging AI-powered targeting strategies to enhance relevancy; collaborating with industry leaders to improve consumer reach across all supply; and investing in our measurement products to ensure they are more durable and customer-centric, with a focus on holistic cross-channel impact.
How can HAQM DSP help design my media planning to align with specific objectives?
HAQM DSP provides an integrated media planning suite with tools like cross-channel planner and channel planner that help optimally allocate media across HAQM DSP supply and simulate reach and budget in real-time based on live inventory by linear TV vs. streaming TV vs. audio. Once campaign success is measured, we integrate the insights in the next cycle of campaign planning.
What programmatic media buying options are available?
HAQM DSP offers real-time bidding (RTB), private marketplaces (PMP), private auction, and programmatic guaranteed buying, along with a variety of deals-based options. For easier inventory discovery, inventory hub centralizes all deals across HAQM properties and third-party inventory, allowing advertisers to more easily discover, manage, and analyze the right opportunities to meet campaign objectives.
Can I use standard IAB creative sizes, or do I need to design my own ads?
You have the flexibility to use IAB standard creative sizes, create your own custom ads, or use our exclusive HAQM creative options, such as e-commerce creative templates. E-commerce creatives can include an image you provide or a product image found on your product detail page. Various elements are automatically generated to drive the best performance for your e-commerce creative and the end customer.
How do I measure the performance of my campaigns?
Campaign reporting includes industry-standard metrics and HAQM-proprietary metrics such as detail page view rate (DPVR), add-to-list (ATL) counts, and new-to-brand (NTB) metrics, along with reach, frequency, and viewability metrics. Eligible advertisers can also employ third-party measurement solutions, such as brand lift studies and offline sales lift insights.
How can I better understand omnichannel impact?
In addition to our standard campaign reporting metrics, we provide measurement solutions to help you better understand holistic impact, such as Omnichannel Metrics (OCM) and Marketing Mix Modeling (MMM). You can also conduct custom analytics across your HAQM DSP campaigns using event-level data sets in HAQM Marketing Cloud.