The company introduced tools that give advertisers more power through more holistic audience insights
Amazon Ads announced a series of new campaign planning, activation and measurement capabilities for Brazilian advertisers during its annual conference, unBoxed.
The company introduced complementary tools in Amazon DSP, Amazon Ads APIs, and Amazon Marketing Cloud that empower advertisers through more holistic audience insights; advanced campaign planning; activation and optimization controls and more comprehensive measurement.
“Advertisers report that demonstrating marketing impact is their biggest challenge and that they still have difficulty measuring performance throughout the customer journey. Our goal is to address this and help them thrive in a world of model-based solutions. We are simplifying fundamental marketing tasks, and we’re excited to see how advertisers use our new capabilities to unlock incremental reach and drive meaningful business results,” said Kelly MacLean, Vice President, Amazon DSP.
Additionally, Amazon Ads is also expanding the range of real-time campaign metrics available to advertisers with Amazon Marketing Stream, a push-based API solution that delivers hourly campaign metrics and includes Amazon DSP metrics alongside Sponsored Products, Sponsored Brands, and Sponsored Display report feeds now available.
Rapid Retail Analytics complements Amazon Marketing Stream, providing hourly Amazon retail metrics such as sales, traffic, and product inventory levels. With this tool, advertisers can combine these insights with Amazon Marketing Stream to optimize campaigns in near real-time.
During unBoxed 2023, Amazon Ads also announced the expansion of the New-to-Brand metrics suite, which aims to help advertisers understand, reach, and optimize their campaigns for new customers, and Amazon DSP Events Manager, which will enable Advertisers can create predictive audiences, measure performance, and automate optimizations using first-party conversions and other types of event signals.
The company also announced that Events Manager will soon power Amazon Marketing Cloud, Amazon Ads’ flexible clear room analytics service that gives advertisers the ability to analyze their own and third-party signals to produce metrics such as reach. cross average, print frequency and the path to conversion.
“Today’s customer journeys are complex. Marketers need the ability to easily bring together disparate signals and analyze them in ways that meet their unique business needs—for example, understanding which combination of advertising touchpoints leads to a conversion That’s what we’re solving with Amazon Marketing Cloud”, added Paula Despins, vice president of media at Amazon Ads.
