“We decided to hold off until we’re able to apply our own DSP controls, but it’s exciting progress,” he said.
This is an opportune time for Amazon to launch new DSP products and up its competition with Google and Facebook, said Cooper Smith, director of market research firm L2’s Amazon practice.
“The backlash around brand safety on all the other social and search channels has impacted brand equity for that media,” Smith said. “We talk to brand marketers who because of that are moving budgets down the funnel and Amazon is the main beneficiary.”
Applying search data for off-platform campaigns shows how much Amazon’s advertising ambitions are reshaping its data policies, he said. Historically, Amazon silos the unique data from its search and Prime groups, such that marketers can’t use data from search and Prime to enhance Amazon brand campaigns.
But Amazon is one of the biggest search advertisers on Google, so the ad tech group fully understands the value of search data, Smith said.