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.

How To Link Amazon DSP Accounts In MarinOne? 

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. First, log into MarinOne and click into the E-Commerce module ('shopping cart' icon) in the left-hand navigation.
2. Next, click on the Publishers tab in the top navigation. 
3. Click Manage Accounts above the grid to launch the Linking Wizard. 
4. When the Linking Wizard appears, click the Add Publisher Account button in the lower-left corner.
5. To add your Amazon DSP account, select Amazon from the list of publishers (just like you would to add your Amazon Seller/Vendor account).
   
6. In the right pane of the Linking Wizard, you should now see a field: Nickname.
   To add your account successfully, you'll need to fill in this field. Simply enter the name you'd like to use for your DSP account (for example, "PowPowSports Amazon DSP 1").
   Your actual credentials will be entered in the next step.
   • Notes:
     • In the next step, you'll enter your credentials. Please note that all of the Amazon DSP accounts and advertisers accessible by thos 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>".
       
7. Before you leave this screen, click Linking Settings to see a couple of advanced options.
   • Link all campaigns in this account will link all existing Amazon DSP campaigns/orders underneath each of the Amazon DSP advertisers.
   • Auto link new campaigns will automatically bring any future campaigns/orders you create on the Amazon DSP platform (within the linked DSP advertisers) into the Marin platform.
8. Click +Add Account and you'll be taken to amazon.com (or amazon.co.uk or the Amazon domain specific to your location) to enter your Amazon DSP credentials and complete the connection between Marin and Amazon. You may need to click the Allow button to continue if you are already logged in.
   Note: As mentioned earlier, if your credentials have access to multiple Amazon DSP accounts, all of these will be linked to Marin at the same time.
9. Once connected via your Amazon credentials, you'll be brought back to the Linking Wizard in MarinOne with your Amazon DSP account(s) now successfully linked.
   • Note:
     • If your Amazon credentials have access to multiple Amazon advertising accounts, they will all now be linked into Marin. The Nickname you provided would be applied to the first account (from the list of accounts provided by Amazon), with the remaining accounts having this naming convention applied: Amazon DSP - <countryCode> - <name of account>.
     • Additionally, all of the advertisers under each of your Amazon DSP accounts will now be linked into Marin along with the accounts. In the Linking Wizard, they will be visible in the same list as the accounts and can be identified by the following naming convention: Amazon DSP Adv. - <countryCode> - <name of advertiser>.
10. 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.
11. There are 2 more sub-tabs ('Brands & Logos' and 'Store Pages') to give more information about Amazon account, which are relevant for Vendor/Seller accounts. These can be ignored for Amazon DSP accounts and advertisers.
12. 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 (MarinOne client) under following:

• eCommerce module ==> 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 in the Marin account.
• The metrics used for other Amazon account or campaign types are displayed in Search module as well.

[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.