Amazon Demand-Side platform (DSP) is a tool that provides automated, centralized media buying from multiple sources. It enables advertisers to reach audiences across the web on Amazon sites and apps as well as through Amazon’s publishing partners and third-party exchanges by programmatically buying ad spaces.
Amazon DSP is recommended for advertisers who want to buy display, video, and audio ads at scale, even for those who don’t sell products on Amazon. Similar to Amazon Sponsored Display, DSP ads can be displayed on and off Amazon.
Marin Value-Add
- Comprehensive reporting across all Amazon media: DSP (display, video, and audio) and sponsored ads (Sponsored Products, Sponsored Brands, Sponsored Display) with all key metrics
- Harness the full power of Marin reporting on DSP accounts and campaigns
- Unlimited data retention, unlike Amazon's 90-day limit
Comparison With Amazon Sponsored Display
Click on the image to review it in more detail.
Account Structure
In Amazon, DSP accounts have the following hierarchy:
- Account ==> Advertisers ==> Campaign/Orders ==> Groups/Lineitems ==> Creatives
Amazon DSP publisher accounts in Marin have the following structure after being linked in:
| Object-level | Relationship | Marin UI Grid | Notes |
| Advertisers | Child of Account | Publishers |
|
| Campaigns | Child of Advertiser | Campaigns | Known as Orders in Amazon |
| Groups | Child of Campaigns | Groups | Known as Line items in Amazon |
| Creatives | Child of Groups | Ads |
|
Types Of Amazon DSP Accounts
Amazon DSP accounts can be of two types: Self-service or Managed-service.
Managed-service DSP accounts are not yet supported in the Amazon DSP API, hence Marin cannot link/sync them. Only Self-service Amazon DSP accounts can be linked in Marin for now. You will be able to identify the Managed-service DSP accounts by the prefix "SS -" in the name.
When you link Amazon DSP accounts in Marin using the instructions in the next section, if the managed-service DSP accounts are accessible by the same credentials as self-service DSP accounts, they can still get linked into Marin (due to a limitation from the Amazon side) as a part of linking process. Please ask your Marin representative to unlink those to prevent confusion.
Link Amazon DSP Accounts In Marin
Amazon DSP support is in open beta. Please contact Marin Support to enable this feature.
Once enabled, please see the Linking Amazon ads article for details.
Supported Attributes
Campaigns / Orders
| Column/Field on Amazon | Marin column in Campaigns grid | Expected Value(s) |
| Name | Campaign | - |
| Order ID | Pub. ID | |
| - | Campaign Type | DSP |
| End | End Date | |
| Budget | Daily Budget | |
| Budget Type | Budget Type | UNCAPPED DAILY MONTHLY |
| - | Status | Active Paused |
| Frequency type | Freq. Type | Uncapped Custom |
| Max Impressions (Show no more than __ times) | Max Impressions | |
| Frequency Unit (per __) | Freq. Unit | |
| Frequency Count | Freq. Count | DAYS HOURS |
| Strategy | Publisher Bidding Strategy | Spend budget in full Maximize performance |
| Goal | Publisher Goal | Awareness Engagement with my ad Considerations on Amazon Purchases on Amazon Conversions off Amazon Mobile App Installs |
| Goal KPI | Publisher Goal KPI | Click-through rate (CTR) Cost per click (CPC) Cost per action (CPA) Cost per download Detail page view rate (DPVR) Cost per detail page view (CPDPV) Return on ad spend (ROAS) Total return on ad spend (Total ROAS) Video completion rate (VCR) Cost per video completion (CPVC) Reach None Other |
Groups / Line Items
| Column/Field on Amazon | Marin column name in Groups grid | Expected Value(s) |
| Name | Group | |
| Line item ID | Pub. ID | |
| - | Status | Active Paused |
| Base supply bid | Search Bid |
Creatives
| Column/Field on Amazon | Marin Column name in Ads grid | Expected Value(s) |
| Ad Name | Creative Name | |
| Type | Creative Type | Image Image - mobile AAP Image - mobile O&O Video Third party Third party - video Third party - mobile AAP Dynamic eCommerce Dynamic eCommerce - mobile AAP Dynamic eCommerce - mobile O&O Responsive eCommerce Flash OTT Studio Video Creative Builder |
Supported Metrics
Base metrics include impressions, clicks, cost and their related metrics (E.G., CTR)
See the below table for some additional Amazon DSP metrics. Please contact Marin Support if you'd like to enable these metrics or any other additional ones. For a full list from Amazon, see: https://advertising.amazon.com/API/docs/en-us/guides/reporting/v3/report-types/campaign#amazon-dsp.
Note that Amazon does not make available some metrics in the API that are available in the console. For a list, see: https://advertising.amazon.com/API/docs/en-us/guides/reporting/dsp/console-vs-api/. If you'd like to report on these metrics, please contact Marin Support.
| Metric / Conversion Type name | Notes / Also used for other Amazon account or campaign types |
| Viewable Impressions | |
| Measurable Impressions | |
| 1 Day | SP and SD |
| 7 Day | SP and SD |
| 14 Day | SP, SB, SD and AA |
| 14 Day (click-through) | |
| 14 Day (view-through) | |
| Total 14 Day | |
| Total 14 Day (click-through) | |
| Total 14 Day (view-through) | |
| 30 Day | SP and SD |
| 1 Day Same SKU | SP and SD |
| 7 Day Same SKU | SP and SD |
| 14 Day Same SKU | SP, SB and SD |
| 30 Day Same SKU | SP and SD |
| 1 Day Units Ordered | SP and SD |
| 1 Day Units Ordered Same SKU | SP |
| 7 Day Units Ordered | SP and SD |
| 7 Day Units Ordered Same SKU | SP |
| 14 Day Units Ordered | SP and SD |
| Total 14 Day Units Ordered | AA |
| 14 Day Units Ordered Same SKU | SP |
| 30 Day Units Ordered | SP and SD |
| 30 Day Units Ordered Same SKU | SP |
| New To Brand | SB and SD |
| New To Brand (click-through) | |
| New To Brand (view-through) | |
| Total New To Brand | |
| Total New To Brand (click-through) | |
| Total New To Brand (view-through) | |
| New To Brand Units Ordered | SB and SD |
| Total New To Brand Units Ordered | |
| Detail Page Views | SB |
| Detail Page Views (click-through) | SB and AA |
| Detail Page Views (view-through) | |
| Total Detail Page Views | |
| Total Detail Page Views (click-through) | AA |
| Total Detail Page Views (view-through) | |
| Add to Cart | |
| Add to Cart (click-through) | AA |
| Add to Cart (view-through) | |
| Total Add to Cart | |
| Total Add to Cart (click-through) | AA |
| Total Add to Cart (view-through) | |
| Subscribe & Save | |
| Subscribe & Save (view-through) | |
| Subscribe & Save (click-through) | |
| Application | |
| Application (click-through) | |
| Application (view-through) | |
| Banner Interaction | |
| Banner Interaction (click-through) | |
| Banner Interaction (view-through) | |
| Brand Store Engagement | |
| Brand Store Engagement (click-through) | |
| Brand Store Engagement (view-through) | |
| Click On Redirect | |
| Click On Redirect (click-through) | |
| Click On Redirect (view-through) | |
| Email Interaction | |
| Email Interaction (click-through) | |
| Email Interaction (view-through) | |
| Email Load | |
| Email Load (click-through) | |
| Email Load (view-through) | |
| Game Interaction | |
| Game Interaction (click-through) | |
| Game Interaction (view-through) | |
| Game Load | |
| Game Load (click-through) | |
| Game Load (view-through) | |
| Homepage Visit | |
| Homepage Visit (click-through) | |
| Homepage Visit (view-through) | |
| Marketing Landing Page | |
| Marketing Landing Page (click-through) | |
| Marketing Landing Page (view-through) | |
| Mobile App First Starts | |
| Mobile App First Starts (click-through) | |
| Mobile App First Starts (view-through) | |
| Product Purchased | |
| Product Purchased (click-through) | |
| Product Purchased (view-through) | |
| Purchase Button | |
| Purchase Button (click-through) | |
| Purchase Button (view-through) | |
| Registration Confirm Page | |
| Registration Confirm Page (click-through) | |
| Registration Confirm Page (view-through) | |
| Registration Form | |
| Registration Form (click-through) | |
| Registration Form (view-through) | |
| Sign Up Button | |
| Sign Up Button (click-through) | |
| Sign Up Button (view-through) | |
| Sign Up Page | |
| Sign Up Page (click-through) | |
| Sign Up Page (view-through) | |
| Store Locator Page | |
| Store Locator Page (click-through) | |
| Store Locator Page (view-through) | |
| Submit Button | |
| Submit Button (click-through) | |
| Submit Button (view-through) | |
| Subscription Button | |
| Subscription Button (click-through) | |
| Subscription Button (view-through) | |
| Subscription Page | |
| Subscription Page (click-through) | |
| Subscription Page (view-through) | |
| Success Page | |
| Success Page (click-through) | |
| Success Page (view-through) | |
| Survey Finish | |
| Survey Finish (click-through) | |
| Survey Finish (view-through) | |
| Survey Start | |
| Survey Start (click-through) | |
| Survey Start (view-through) | |
| Thank You Page | |
| Thank You Page (click-through) | |
| Thank You Page (view-through) | |
| Total Pixel | |
| Total Pixel (click-through) | |
| Total Pixel (view-through) | |
| Video Completion | |
| Video First Quartile | |
| Video Midpoint | |
| Video Start | |
| Video Streams | |
| Video Streams (click-through) | |
| Video Streams (view-through) | |
| Video Third Quartile | |
| Widget Interaction | |
| Widget Interaction (click-through) | |
| Widget Interaction (view-through) | |
| Widget Load | |
| Widget Load (click-through) | |
| Widget Load (view-through) |
