Amazon

The instructions are for Non-Guaranteed Private Marketplace (PMP) and Preferred Deals. The content of this guide outlines recommended Amazon DSP best practices for deal activation and how to avoid targeting settings that will decrease delivery rate.

Before getting started, below is what is available with Amazon DSP.

• Environments: Mobile Web, Mobile In-App, Desktop

• Creative Formats: Display & Online Video (OLV)

• Deal Types Available: PMP & PD

1. Getting Started

When setting up an order targeting deals, it is likely you will find a deal that fits your campaign needs in the Discovery Tab of the DSP Inventory Hub. These Always on Deals are curated by our team and ready to be targeted in your line item settings, helping to save time during campaign implementation.

2. Always on Deals

To discover Always on Deals, follow the next steps:

2.1 Under the Campaign manager, in the left-hand menu, click on the ‘Amazon DSP’ icon:

2.2 Under this icon, select "Inventory". In the "Discovery" tab you will be able to browse the wide selection of always on deals. Use the filters to next to the search bar to assist with the browsing.

You can find out more about Inventory hub here. Once you have identified the deals that you will like to include for your order proceed to step 4 “Campaign Setup” of this guide.

3. Custom Deals

If your order requires a custom deal (i.e., negotiated a deal with an SSP or publisher), those can be created easily through Inventory hub.

3.1 Before setting up deals

3.1.1 Select Ogury as the publisher for your campaign.

A) When using 3P SSPs or Amazon 1P Inventory use the Deal Creation ID. You can find Deal Creation ID in the SSP and seat IDs table in Amazon DSP Settings.

1) Navigate to Account access and settings from the bottom left gear icon.

2) Click on products from the left panel followed by “Go to Amazon DSP settings”.

3) You will find the table in the “advance” section.

3.1.2 Once the above has been sourced, reach out to the publisher/SSP with the following information. This is an opportunity to discuss which deals and targeting might work best for your order.

If you don’t have a publisher contact or are unsure what SSP/publisher you would like to work with and need recommendations, please reach out to your Amazon Ads Account representative with the below information.

• Advertiser:

• Flight Dates:

• Budget: (optional) Ensure the budget provided is Media Budget not Total Cost.

• Creative Length:

• Format:

• SSP:

• Publisher(s):

• KPI:

• Contextual Alignment (if applicable):

• Additional Targeting* (if applicable):

Additionally, this is a great time to request creative specs if you haven’t already and provide creative tags if you have those at hand. The publisher should help you validate your creatives are up to their specs. Wrong creative specs are a frequent blocker for OLV orders. Tip on Additional Targeting: It is good practice to tailor deals to your required targeting parameters. This includes geo targeting, line item frequency capping, audience targeting, device type, environment (web vs. app), video ad format (in-stream vs. outstream), rating/genre/app blocking, brand safety filters, etc. Knowing what is targeted in the deals will also simplify delivery troubleshooting. 3.1.3 After negotiations between you and the publisher are finalized, the deal is ready to be setup in the DSP.

3.3 Non-API Deals (Manual Mapping) Setup

3.3.1 Under the Campaign manager, in the left-hand menu, click on the ‘Amazon DSP’ icon:

3.3.2 Within the “Amazon DSP” icon, select "Inventory".

3.3.3 Click ‘New Deal’ under the ‘Discovery’ tab

3.3.4 You will be prompted to select, either ‘Private marketplace’ or ‘Amazon marketplace’. Select ‘Private marketplace’ and continue below:

3.3.5 Next, you will need to fill all details based on what’s been agreed with the publisher:

• Name: (For your reference, won’t impact delivery)

• Source: The agreed SSP with publisher

• Media Type: Video

• Type: select either Private Auction or Preferred Deal (check with publisher if unsure)

• Deal ID: (provided by the publisher)

• Publisher: (Optional)

• Permissions:

• Recommended Advertisers:

Tip: This new feature allows for deals to be only discoverable for selected advertisers.

• Currency

• CPM (Provided by Publisher)

• Dates (Optional)

⚠️ Warning: Please ensure all information is accurate as some fields (Deal ID & Source) will not be editable after saving. This is all manual entry so there is a risk for mistakes causing poor or no delivery.

4. Campaign Setup

OLV

At the order level, add an Order name

• PO number and comments are optional

• Do not select Amazon Market Place Deals - This is for Amazon Audience Guaranteed campaigns only.

• Frequency caps at the order level should be equal or broader than the frequency cap at a line item level. We recommend leaving uncapped at order level for best results, and adjust as the campaign progresses based on performance and delivery.

• Recommended Goal KPIs will differ depending on environment:

  • For OLV we recommend selecting either Awareness or Consideration Goals, we recommend Reach KPI for Awareness and Video Completion Rate or Cost per Video Complete for Consideration. Bid Strategy should be set to “while spending full budget, maximize performance”. We recommend to opt-in to Automated optimizations.

4.1 Recommended OLV Line Item Deal setup

4.1.1 Create a new line item and select “video” as the type and assign a name to it.

Tip: We setting up lines, we recommend to take into account your requirements. For example, if you have specific budgets per publisher, best practice will be to have one PMP deal assigned per line to have a granular control. Avoid having deals with a large disparity in CPMs assigned to the same line as this would result in a poor bidding strategy.

4.1.2 Continue to edit the rest of targeting levers, you can find our recommendation below:

4.1.3 Setup line item budgets to “Automate budget allocation” unless you have specific budgets for the line to spend.

4.1.4 Setup frequency to 3 to 5 per day for line item settings and adjust based on delivery and performance.

4.1.5 Set base bid to the deals floor rate.

4.1.6 Max Average CPM should be set to blank for Preferred Deals, fix rate deals, to avoid friction with deal settings.

5. Troubleshooting

When targeting deals in the DSP we can expect to have delivery issues from time to time. Have a look at the deal troubleshooting guide attached below for most common issues.