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.

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

All Amazon publisher accounts will be found under the Amazon publisher in Marin, including:

• Amazon DSP publisher accounts
• Amazon Vendor/Seller publisher accounts
• Amazon Attribution publisher accounts.

Amazon DSP publisher accounts in Marin have the following structure after being linked in:

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

If your Amazon DSP accounts are accessible using the same credentials as your Amazon Seller/Vendor accounts, and either of those Amazon Seller/Vendor accounts are already linked into Marin, you don't need to take any extra steps to link your Amazon DSP accounts (and advertisers) and sync Amazon DSP campaigns/orders into Marin. Just reach out to your Marin representative and we will do it for you.

If your Amazon DSP accounts have different credentials than your Amazon Seller/Vendor accounts, or you don't manage any Amazon Seller/Vendor accounts, please follow these steps to link your Amazon DSP accounts (and advertisers) and sync Amazon DSP campaigns/orders in Marin:

1. Navigate to Accounts > Publishers. 
2. Click Manage Accounts above the grid to launch the Linking Wizard. 
3. Click Link for the publisher to add.
4. Enter a nickname for the account and select Amazon Advertising (Vendor or Seller) account.
5. Expand Linking Settings to see advanced options. Settings below are enabled by default.
   1. Link all campaigns in this account will link all existing Amazon DSP campaigns/orders underneath each of the Amazon DSP advertisers.
   2. Auto link new campaigns will automatically bring any future campaigns/orders you create on the Amazon DSP platform (within the linked DSP advertisers) into Marin .
6.  Click Connect Account.
7.  A new tab will open for you to authenticate your Amazon account.
   • Note that all of the Amazon DSP accounts and advertisers accessible by the credentials will be linked into Marin.
   • The nickname will only be applied to the first Amazon DSP account returned from Amazon. 
   • The rest of your Amazon DSP accounts (if any) will have a name in the format: "Amazon DSP - <countryCode> - <name of account>".
   • The advertisers underneath each of the Amazon DSP accounts will also be linked and displayed in the list of accounts. You can identify them by the name of the format: "Amazon DSP Adv. - <countryCode> - <name of advertiser>".
8. Once connected via your Amazon credentials, you'll be brought back to the Linking Wizard in Marin with your Amazon DSP account(s) now successfully linked.
9. If you chose to do so earlier, your campaigns/order under each advertiser will now be linked and begin populating the platform with data. If not, you can click your new Amazon DSP advertiser in the Linking Wizard, then go to the Campaigns sub-tab to start linking your campaigns/orders manually.
10. There are 2 more sub-tabs ('Brands & Logos' and 'Store Pages') to give more information about the Amazon account, which are relevant for Vendor/Seller accounts. These can be ignored for Amazon DSP accounts and advertisers.
11. Finally, click Finished within the Linking Wizard, to start using the grids to see all the DSP objects and their performance.

Supported Attributes 

Supported Metrics

Metrics relevant to Amazon DSP are displayed in your Marin account under the following:

• Accounts > Campaigns / Groups / Ads grid ==> Column Selector ==> Conversion Types

Note:

• Since the list of Amazon DSP metrics is quite large, the intelligence in the system displays them only when there is an Amazon publisher account linked.

[Abbreviations below: SP = Amazon Sponsored Products, SB = Amazon Sponsored Brands, SD = Amazon Sponsored Display, AA = Amazon Attribution]

Note: These are around 140 important metrics. There are 100+ more metrics that could be supported quickly. If you require any metric that's not listed here, please let your Marin representative know.