Amazon DSP setup for Data Activation

The Data Activation connector for Amazon DSP enables seamless integration between your customer data and Amazon's powerful demand-side platform, allowing you to execute programmatic advertising campaigns with precision and efficiency across Amazon and its extensive inventory of third-party websites and apps.

Here's how this integration adds value:

• Leverage first-party data: Use enriched customer profiles from the Data Activation to create highly specific audience segments for targeting on Amazon DSP, ensuring your ads reach the most relevant users.

• Smarter retargeting: Re-engage customers who have interacted with your brand by using behavioral data and intent signals to deliver personalized programmatic ads.

• Maximize reach and scale: Access Amazon's expansive ecosystem, including its owned properties (such as Amazon.com, IMDb, and Twitch) and third-party publishers, to scale your campaigns effectively.

• Dynamic audience updates: Sync real-time data to Amazon DSP, ensuring your audience lists are always updated and your campaigns stay relevant.

• Improve ROI and efficiency: Optimize media spend by targeting high-value segments with personalized messaging, reducing wasted impressions and driving conversions.

• Cross-channel consistency: Align Amazon DSP campaigns with other marketing initiatives through cross-channel data capabilities, ensuring cohesive customer experiences.

• Actionable insights: Combine data intelligence with Amazon DSP's robust reporting tools to refine your strategy and improve campaign performance.

Before you begin

To configure the Amazon DSP connector, you need:

• Amazon DSP account

• Permissions to provide access to partner accounts

Instructions

 Step 1: Configure cookie sync

The Amazon DSP connector uses Amazon cookies. You can collect Amazon cookies for web visitors using the Data Activation cookie sync tag template.

To configure the cookie sync tag:

1. In Data Activation, navigate to Tags and select Pages.

2. On the Global path, click the + button to create a new tag.

3. In the popup window, search for Relay42 data.

4. Click the Relay42 data icon to reveal the options to the right. Find Cookie sync in the list and click Select Variant.

5. Choose either Amazon DSP EU (Europe) or Amazon DSP NA (North America) in the dropdown list

This cookie sync tag triggers a cookie sync process between the Data Activation and Amazon DSP. As a result, the Amazon cookie is stored as a new identifier in web visitor profiles.

Step 2: Configure destination

1. On the Data Activation platform, select Connectors in the left-side navigation bar.

2. Select Server to Server and click New Connector.

3. Select Amazon DSP

The form requires the following information:

• Name: Display name of the partner Server to server integration, used throughout the Data Activation system

• Region: The region where the client's Amazon DSP account is configured (EU for Europe, NA for North America, or FE for APAC)

• Authentication type: Standard authentication or OAuth method

• Advertiser ID: Your Amazon advertiser ID (see below for how to find it)

• Payload type: Type of identifier used to identify profiles for Amazon DSP

Finding your Advertiser ID:

• Amazon Ads Console: Log in, go to Settings or Account Information, and find the Advertiser ID in the account information section.

• Amazon DSP Console: Log in and navigate to Advertiser Management or Account Management to view your advertiser ID.

Step 3: Add the destination connector to an audience or journey

When adding the Amazon DSP connector to an audience or journey, you need to select which Amazon DSP audience profiles should be added to or removed from.

Option 1: Use an existing audience

1. Input the Amazon audience API ID

2. Click Search

3. If the Amazon audience exists, the name and description will be displayed

Option 2: Create a new audience

1. Click Add new Audience

2. Fill out the required form

3. Click Save

A new audience is created on the Amazon DSP side which can then be populated.

Note

An audience ID is only returned during creation, so it's good practice to note the audience ID after creating one if you want to reuse this audience in the future.

Once a profile is added to an audience or journey with Amazon DSP configured, if an audience/journey variable is present, it's automatically sent to Amazon DSP as a property with the same name as the variable. This property can be used for segmentation in Amazon DSP.

Error handling

Whenever API errors are raised, you'll be contacted by the Data Activation Consulting or Support team, especially if invalid credentials are provided initially.