Amazon is increasingly promoting its demand-side platform (DSP) to enhance its market presence. The company is actively reaching out to digital advertising agencies, offering free trials to compare its Amazon DSP to competing platforms.
Free DSP Face-Off for Media Buyers
According to sources familiar with Amazon’s strategy, the initiative involves head-to-head testing of its DSP against rival platforms. This information came to light through a pitch deck obtained by El-Balad.
What Amazon Offers
As part of this promotional effort, Amazon is not only providing access to its DSP but also covering costs associated with the endeavor. This includes expenses for:
- Ad inventory
- Technology
- Media measurement tools
Testing Procedure
Agencies participating in the test will conduct dual campaigns. This entails running identical campaigns through both Amazon DSP and a selected rival DSP for a duration of four to six weeks. Key aspects of the testing include:
- Simultaneous campaign timelines
- Equal budget allocations for both DSPs
This approach is intended to provide agencies with a clear comparison of performance metrics between Amazon DSP and other leading platforms, allowing for informed decision-making in digital advertising strategies.
