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Announced at unBoxed 2022
Venkat | December 6, 2022
Sponsored Products launches expanded product targeting
Advertisers can now access expanded product targeting for Sponsored Products through the advertising console and Amazon Ads API. Expanded product targeting allows advertisers to target their preferred products and to reach related products at the same time with one click.
Expanded product targeting enables advertisers to automatically target products similar to their individual product target. Expanded product targeting allows advertisers to target their preferred products and to reach related products at the same time with one click.
Amazon Ads API
Advertising console and API users
North America – US
Retain access to Amazon Audiences as ad addressability evolves
Amazon Audiences now take into account a variety of new signals so you can reach more consumers who express the interests and behaviors relevant to your business goals. Using Amazon insights we are able to expand campaign reach to audiences that don’t have advertising identifiers but are likely to drive the desired outcome.
As our industry experiences changes to ad identity, brands need a trusted partner to help them navigate the necessary changes with the support of ad technology. At Amazon, we have hundreds of millions of direct retail and entertainment customer relationships. These shopping and streaming signals enable us to offer advertisers something third party cookies could never achieve — and that’s the ability to reach relevant audiences while deeply respecting user privacy.
This update is automatically applied to line items using Amazon Audiences on Amazon DSP in the United States, and no additional action is needed to take advantage of this new opportunity.
Self-service Amazon DSP advertisers and partners
North America – US
Amazon Marketing Cloud now supports flexible ads and shopping analytics (beta)
Brands can now use Amazon Marketing Cloud (AMC) to generate combined, aggregated and anonymized, advertising and shopping insights for the products they advertise through Amazon Ads. This includes additional Amazon shopping insights, and will expand to include analytics features and capabilities from third parties, empowering advertisers to better understand their cross-channel marketing efforts and customize their AMC experience.
This new subscription enables advertisers to expand the types of aggregated and anonymized insights they can generate from AMC, complementing the standard advertising and shopping reporting they already get for their advertised products. Currently offered as a monthly subscription, brands have flexibility to try the feature and tailor their AMC experience based on their business needs. Here are just a few of the ways in which brands can utilize these new insights.
• Gain a richer perspective on shopping trends
• Obtain a more holistic view of brand engagement
• Understand the indirect impact of ads on shopping engagement
AMC UI or API
Registered AMC brand owners in the US who sell in Amazon’s store
North America – US
Video Builder (beta) now available for Sponsored Brands video placements
You can now easily build videos for Sponsored Brands video placements through a selection of ready-to-use customizable templates using Video Builder (beta). Build videos by pulling product images and copy from your detail pages or by uploading lifestyle and other images from creative assets or your desktop. Video Builder (beta) provides a range of themes to customize the look and feel of your video, and edit the color, font and music options.
We’ve heard feedback from advertisers that getting video assets is a difficult part of launching a video campaign. With Video Builder, you can now quickly create videos for all of your products, and test multiple version of videos, experimenting with different messaging.
North America – CA, US
Europe – DE, ES, FR, IT, UK
Asia Pacific – IN
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