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Power is shifting to the publishers. We've been beating this drum for some time now and it's clear that with the shift away from cookies, the role of the DSP changes from core central operation hub to deal facilitation and management. Our position is supported by this article in AdExchanger today: https://lnkd.in/d9uXf793 SSPs are now offering more deal curation and data matching with advertiser's first party data. That is great news for publishers and for a more privacy safe and friendly advertising environment. - Publishers win because their scale, audience, and content is their valuable asset and it's being fully monetized - Advertisers win because their audiences are more closely matched and expanded vs. the questionable accuracy of 3rd party data - Consumers win because they're less commoditized and their data is only in the hands of the publishers they visit and the advertisers they interact with The role of the DSP is as facilitator. DSPs need to be streamlined, efficient, and agile to win in this new era. As our founder Keith Gooberman says in his weekly video series: the role of the DSP is changing along with the scope of the advertising ecosystem, and smart advertisers need to get onboard and diversify their stack to capitalize on this moment.

Integral Ad Science has widened its reporting and insights to include Amazon. Now, IAS provides Amazon DSP media buyers with brand safety and suitability, viewability, and invalid traffic (IVT) measurement for custom audiences. Additionally, IAS offers viewability and IVT measurement for Twitch. Speaking about the partnership, Lisa Utzschneider, CEO of IAS, said, “IAS and Amazon Ads share the value of customer obsession, and our global collaboration demonstrates how our companies continue to maximise return on investment for advertisers and are committed to providing independent measurement. This is yet another way IAS is empowering marketers with actionable data to drive superior results, giving them more confidence that their spend is being optimised towards performance.” #measurementplatform #brandsafety #advertising  ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in omnichannel communications, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

Ever considered Amazon's growing footprint in the advertising domain? Let's dive in! - The Third Pillar: While Google and Facebook have historically dominated digital advertising, Amazon is rapidly emerging as the third major player. The e-commerce behemoth offers advertisers direct access to a vast and transactional user base. - Shopping Intent: Unlike other platforms, Amazon users typically have a clear shopping intent. Advertisers can reach users when they are in the purchase mindset, leading to potentially higher conversion rates. - Precision Targeting: With its rich trove of user purchase history and preferences, Amazon offers unprecedented ad targeting capabilities. Want to target someone who bought hiking shoes last month? No problem! - Transparent Metrics: Amazon provides granular metrics about how ads translate into sales. This level of transparency is gold for advertisers looking to measure ROI accurately. - Beyond Traditional Ads: Amazon is not just about display ads on product pages. With offerings like sponsored products, video ads, and even ads on shipping boxes, the opportunities are vast. - DSP Network: Amazon's Demand Side Platform (DSP) lets advertisers reach audiences both on Amazon properties and beyond. Its extensive network means you can retarget users across the web. - First-Party Data Advantage: In an era where third-party cookies are phasing out, Amazon's vast first-party data becomes a unique advantage, allowing for consistent and effective targeting. - Challenges Ahead: While the opportunities are many, so are the challenges. Advertisers must understand the Amazon ecosystem, adapt to its tools, and keep an eye on the cost-to-return ratio. For brands and marketers, it's clear that Amazon's AdTech offerings can't be overlooked. Whether you're an established brand or a budding e-commerce startup, understanding and leveraging Amazon's ad ecosystem could be a game-changer. #AdTech #Amazon #DigitalMarketing #EcommerceAdStrategy

AdTech, Obstacles, and Strategic Approaches for Success In today's swiftly evolving digital sphere, the continuous technological advancements have unlocked unique prospects for marketers to connect with their audiences. Programmatic advertising, fueled by advertising technology (AdTech), emerges as a pivotal tool in this digital realm. Programmatic advertising involves leveraging software to automate digital advertising procurement, replacing human intervention. This method utilizes algorithms and data to target specific demographics and psychographics, ensuring tailored ad delivery to audiences. AdTech underpins this process, enabling automation that seamlessly facilitates ad space transactions between advertisers and publishers. AdTech encompasses diverse components like demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges, contributing to real-time bidding (RTB) in programmatic advertising. SSPs empower publishers by managing ad space availability, while DSPs enable advertisers to access and purchase available ad inventory based on set criteria. Ad exchanges function as a marketplace connecting SSPs and DSPs, streamlining ad impressions' buying and selling. Challenges in programmatic advertising demand vigilant attention. Ad fraud remains a significant concern, with fraudulent impressions and clicks being addressed through association with reputable websites. Complexity and insufficient knowledge present hurdles, tackled by staying informed and leveraging resources. Ensuring inventory quality and brand safety requires careful selection of DSPs prioritizing these aspects. Overcoming creative challenges demands exploration of innovative advertising technology solutions to elevate ad quality. The advantages of programmatic advertising extend beyond media buying simplicity, encompassing enhanced audience reach, real-time optimization, improved targeting capabilities, scalability, and the facilitation of omnichannel presence. In conclusion, programmatic advertising, propelled by AdTech, provides marketers a robust means to engage with their audiences in the digital landscape. Understanding complexities and challenges empowers advertisers to optimize this dynamic approach, ensuring brand safety and creativity in campaigns. #programmaticadvertising #AdTech #futureofadvertising #learnprogrammatic #overcomeadchallenges #digitalmarketing #marketingstrategy #DSP #SSP #RTB #omnichannel #advertising #automate #target #reach #optimization #challenges #success

I think adtech is having the wrong debate (open web vs walled gardens). Programmatic can live on with proper curation and specifically more engagement between players on the buy side (beyond DSPs) and sell side. https://lnkd.in/gnjynVmd

What launched? Customers who store and manage their creatives on Extreme Reach now can use those creatives to buy video inventory through Amazon DSP. The workflow is as follows: ↪ Generate a VAST/VPAID creative tag from Extreme Reach ↪ Select “third party - video” as creative type ↪ Append the Extreme Reach tag into the “VAST/VPAID tag URL” field, and complete other fields as needed ↪ Save the creative and associate it with a video line item Extreme Reach's creative tags offer Amazon DSP users a streamlined approach to buying video inventory, eliminating the complexities often associated with the process. Through this integration, advertisers gain access to a diverse range of video ad placements across various platforms, enabling them to reach their target audiences with precision. Furthermore, Extreme Reach provides Amazon DSP customers with enhanced targeting options, allowing for tailored video ad placements based on audience demographics, interests, and online behaviors. This level of granularity ensures that advertisers can deliver relevant and engaging video content to their intended audience segments, ultimately driving higher engagement and conversion rates. Additionally, the partnership between Amazon DSP and Extreme Reach facilitates seamless campaign management, providing advertisers with comprehensive reporting and analytics tools to monitor performance and optimize their video ad campaigns in real-time. This data-driven approach empowers advertisers to make informed decisions, maximize their return on investment (ROI), and achieve their advertising objectives effectively. Why is it important? Extreme Reach is an approved ad server for Amazon DSP. Amazon DSP customers have been using Extreme Reach to buy display inventory. Now we are expanding the serving scope to video. This launch improves both the experience of customers using 3rd party creatives and the interoperability between Amazon DSP and ad servers. #AmazonDSP #ExtremeReach #VideoAdvertising #TargetedAds #DigitalAdvertising #CustomerExperience #MarketingStrategy

As #thirdparty cookies near deprecation, ad tech companies are innovating to build audiences for media buyers. #Sellside curation is emerging as a key trend, where #firstparty customer data from buyers is matched with publishers' first-party audience data to create private marketplaces (#PMPs). This shift changes the traditional roles of #DSPs, #SSPs, and #DMPs, leading to new dynamics in the #programmatic ecosystem. Key Highlights: ✅ SSP Curation: SSPs now leverage first-party data from publishers, enabling large-scale activation of second- and third-party audiences without third-party cookies. ✅ Data Marketplaces: SSPs are partnering with third-party data providers to enhance audience matching, creating new data marketplaces. ✅ Real-Time Reporting: SSPs offer real-time data matching and reporting, improving transparency and efficiency. ✅ Flexibility and Control: Sell-side curation provides advertisers with more flexibility and control over audience identifiers, bypassing DSP limitations. ✅ Industry Impact: The evolving landscape is creating new opportunities and tensions, as SSPs gain prominence and DSPs adjust to reduced control. As the ad tech industry adapts to the loss of third-party cookies, sell-side curation is transforming how audiences are built and targeted, paving the way for a more connected and efficient advertising ecosystem. #sellsidecuration #programmatic #advertising

Hello there! Want to make you aware of what we at SAS and Amazon Web Services (AWS) are jointly enabling media publishers to be in control of their digital advertising process and eco-system. Delivering a personalized viewing experience across channels and platforms is key and we help them reach their target audience segments with relevant promotional messages in an efficient scalable rapid way to increase revenues. To know more just click the link and read. #digitaladvertising #adtech #datamonetization #audienceinsights

🚀 Unlocking the Power of Amazon's Demand-Side Platform (DSP) 🌐💡 Looking to take your Amazon advertising game to the next level? Enter Amazon's Demand-Side Platform (DSP) – an advanced avenue for advertisers to dynamically connect with their audience across the Amazon ecosystem and beyond. 🎯 Customer Targeting Expertise: Amazon DSP relies on robust customer targeting data, delving into behavioral characteristics. With a customized algorithm, it ensures the right ad is displayed at the right time, maximizing relevance and engagement. 🌐 Versatile Ad Types in the Arsenal: 1️⃣ Dynamic e-commerce Ads: Leverage machine learning for automatic updates based on customer behavior, including coupon codes and reviews. Directly linked to product detail pages, these ads are dynamic and tailored to campaign goals. 2️⃣ Static Ads: Consistency is key! These static DSP ads showcase the same creative each time, perfect for capturing attention and boosting brand awareness. Linkable to your product page, Amazon Storefront, or a custom landing page. 3️⃣ Video Ads: Dive into the visual realm! DSP video ads seamlessly integrate within video content (in-stream) or as part of a display ad (out-stream), offering links to product detail pages or your branded site. 4️⃣ Over-the-Top (OTT) Video Ads: Make a splash on the big screen! Full-screen OTT ads target audiences on TV sources like Amazon Fire TV, amplifying brand awareness, although they are non-clickable. 📏 Varied Ad Specs and Dimensions: Keep in mind that Amazon DSP ad specs vary based on type and placement. To ensure a seamless experience, review Amazon's detailed DSP specs and dimensions available on their site. Ready to elevate your advertising strategy? Amazon DSP opens doors to a dynamic, data-driven approach that resonates across Amazon's vast network and beyond. 🚀💼 #amazondsp #digitalmarketing #advertisingstrategies #customertargeting #videoads #ecommercetips #amazonads #amazonadvertising