Amazon DSP Advertising Overview and Targeting Options

This document is a guide that outlines the functionalities and strategies associated with Amazon DSP advertising. It describes how Amazon DSP enables brands to extend their advertising beyond Amazon's marketplace by utilizing Amazon's consumer data for audience engagement. The guide details two primary advertising approaches: On-Amazon and Off-Amazon advertising. On-Amazon advertising focuses on keyword-driven, pay-per-click formats such as Sponsored Products and Brands, targeting shoppers within the marketplace. Off-Amazon advertising allows brands to reach users across various platforms, leveraging Amazon's first-party data for precise audience targeting. The document also presents various targeting options available through Amazon DSP, including In-Market Audiences, Retargeting, Lookalike Audiences, and Custom Audiences via Amazon Marketing Cloud. Additionally, it discusses Cybba's approach to utilizing Amazon DSP to connect with new audiences and drive measurable growth throughout the customer journey, from awareness to retention.