The Data Activation connector for Amazon Ads Data Manager (ADM) integrates your customer data with Amazon's first-party data platform. Audiences you build in Data Activation are created in ADM and shared automatically with your Amazon DSP advertising account, so you can target them in programmatic campaigns across Amazon's owned properties and third-party inventory.
This integration allows you to:
Automate audience updates: Keep your Amazon audiences continuously refreshed with first-party data, so your targeting stays accurate without manual file uploads.
Activate on Amazon DSP without extra steps: Audiences created through the connector are automatically linked to your Amazon DSP advertiser account, so they become targetable without a separate sharing step in Amazon.
Suppress the audiences you do not want to pay for: Remove converted or opted-out customers so the campaign budget goes to the people who still matter.
Match on the identifiers you already collect: Use hashed email addresses, hashed phone numbers, or mobile advertiser IDs that Amazon can match to its users.
Keep consent with the data: Send an explicit Amazon consent signal with every profile you sync.
Whenever profiles enter or leave a Data Activation audience or journey connected to Amazon ADM, their identifiers are automatically added to or removed from the connected ADM audience. Each connector syncs one identifier type, so create a separate connector for each identifier you want to use.
You set up and authorize the connection yourself in Data Activation. You do not need to register an Amazon developer account or manually exchange tokens — Supermetrics handles that for the connector. Accepting Amazon's ADM terms and provisioning a dataroom also happen automatically when you create the connector.
Destination connector overview
Attribute | Value |
|---|---|
Platform type | DSP |
PartnerType Slot | Hashed email (7001), Hashed phone (7002), Mobile advertiser ID (6001) |
Cookie Sync | No |
Connecting protocol | HTTPS |
API Version | v1 (Amazon Ads Data Manager audiences API) |
Syncs Data On | Add, Remove |
Allowed setting multiple connectors | Yes |
ProfileVars Support | No |
Connector type | Audiences/Journey Orchestration |
Before you begin
Make sure you have the following in place:
An Amazon Ads manager account with access to Ads Data Manager.
An Amazon DSP advertising account linked to that manager account. This is the account your audiences are shared with, and it must be a DSP advertising account — other linked account types are not offered in the connector.
The Amazon Ads region your manager account belongs to: NA (North America), EU (Europe), or FE (Far East).
Instructions
Step 1: Configure Amazon ADM destination
On the Data Activation platform, select Connectors in the left-side navigation bar.
Open Data connections, select the Destinations tab, and click New destination.
Select Amazon ADM, then click Next.
Select the Region that matches your Amazon Ads manager account. You must choose a region before you can authorize, because it determines which Amazon sign-in you are sent to.
Under Authentication, click Authenticate with Amazon ADM. An Amazon window opens.
Sign in to Amazon and grant access to your advertising audiences.
Select the Manager account to connect. The list shows the manager accounts your authorization can access.
Read and accept the ADM terms & dataroom notice.
Select the Payload type
Select the Consent status that applies to the data this connector sends.
Save the connector.
Step 2: Add the destination connector to an audience or a journey
On the Data Activation platform, select Audiences in the left-side navigation bar.
Add the Amazon ADM connector as a destination, the same way you add any other connector.
Select an existing audience to sync to, or click the plus icon to create a new one.
To create a new audience, complete the Create Amazon ADM audience form.
Save the audience. Data Activation creates it in ADM and links it to the selected Amazon DSP advertiser automatically, so it becomes targetable in Amazon DSP.
Connector limitations and known issues
The connector adds and removes audience members only. It does not update profile attributes.
Data is sent in batches rather than in real time. A batch is sent when it reaches 10,000 profile changes or after 30 minutes, whichever comes first.
Region, manager account, and payload type are fixed once the connector is created. To change any of them, create a new connector.
Audiences created through the connector cannot be deleted from Data Activation. Delete them in Amazon Ads Data Manager.
Removing a profile from an audience stops targeting for that profile, but it does not delete their identity from Amazon Ads Data Manager. Handle deletion requests in Amazon's own tools.
Consent is set per connector or per audience. You cannot set Amazon's ad storage and user data consent signals to different values.
Amazon matches identifiers on its end, so audience sizes there are smaller than your Data Activation audience and take time to populate.
Error handling
Delivery errors appear in the data exchange view of the audience or journey that uses the connector.
Amazon accepts a batch even when it rejects individual profiles, for example, when an identifier isn’t correctly formatted. Rejected profiles are reported as invalid in the connector statistics and are not retried; the rest of the batch is delivered.
If an audience is created but the automatic link to Amazon DSP fails, the audience exists in Amazon Ads Data Manager but is not yet targetable. Share it manually by following Amazon's destinations and data sharing guide.