AmazonDSPthatearnsitslineitem.
Programmatic display and video on Amazon DSP - sequenced with on-platform PPC and reported against new-to-brand lift, not impressions.
Amazon DSP gets pitched as a brand-awareness budget and run like a leaky bucket. We treat it as a measurable performance channel. Audiences are built off first-party shopper signals - viewers, add-to-cart, competitor purchasers, lookalikes - and sequenced against on-platform PPC and retargeting. Frequency caps, contextual placements, and CTV inventory are tuned to incremental new-to-brand customers, not impression volume. The result is a DSP line item that earns its budget instead of inflating it.
Three Pillars, One Operating Rhythm.
Viewers, ATC, lifestyle, in-market, and competitor purchasers - segmented and sequenced through AMC. No generic third-party rentals.
DSP retargets PPC traffic; PPC defends DSP-driven brand searches. The two channels compound instead of cannibalize.
New-to-brand percentage, total channel ROAS, and AMC-modeled incrementality replace impression and CPM as the scorecard.
The DSP Process.
Audience taxonomy build
AMC audiences designed across viewers, ATC, purchasers, lookalikes, and competitor conquesting.
Inventory & creative
Display, OLV, and CTV inventory selected by audience. Creative produced or repurposed from existing brand assets.
Sequenced launch
Prospecting, retargeting, and brand-defense layers launched with frequency caps and dayparting.
Incrementality reporting
Weekly NTB and ROAS reporting. AMC incrementality modeling on a 90-day cadence to validate the channel.
Common Questions.
Do we need our own DSP seat?
No. We run DSP through our managed seat - which means lower minimums and faster activation than self-service.
Is CTV worth it?
For brands with broad demographics and strong creative, yes. We size the opportunity in the audit and only recommend CTV when the maths work.
What's the minimum spend?
We typically start engagements at $15K/month media to give the audiences and AMC modeling enough signal.
Ready to scale DSP?
A short, sharp introduction call. We'll tell you whether PAS is the right fit before anything else.
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