As the advertising industry adapts to the gradual disappearance of advertising identifiers in the near future, finding effective ways to extend its reach on a large scale becomes crucial. Amazon Ads is responding to this challenge with its contextual targeting strategy, an innovative approach that takes advantage of content consumed in the moment.
Optimising your advertising strategy with Amazon Ads: The power of contextual targeting
How Amazon DSP Contextual Targeting is reinventing advertising in the absence of advertising identifiers
Why use this strategy?
The disappearance of advertising identifiers, made inevitable by the move towards cookie-free browsing, creates a new opportunity for contextual advertising. Amazon DSP Contextual Targeting, available on Amazon.com and on the open internet, offers targeting based on individual products (ASINs) and product categories. This approach offers an effective solution for managing large-scale campaigns.
The potential of Amazon's contextual algorithm :
Amazon Ads stands out for its granular targeting thanks to Retail. By leveraging its unique signals and product category lists, it identifies the contextual moments most likely to drive results. The combination of multiple sources, such as its content classification robot, Amazon Publisher Service, third-party exchanges and third-party suppliers, ensures unrivalled precision. What’s more, scalability is assured with the ability to launch contextual campaigns on Amazon and third-party websites.
The benefits
Amazon’s contextual targeting strategy offers an innovative approach by targeting the present moment rather than historical data. Based on real-time browsing, buying and streaming events, ads are more relevant than ever. What’s more, with the disappearance of advertising identifiers, Amazon DSP makes it possible to reach consumers based on the content they interact with, while guaranteeing far greater efficiency and profitability than traditional cookie-based strategies.
How does product and category targeting work outside Amazon.com?
Amazon Ads offers two distinct approaches. On the one hand, “Link-Based Targeting” makes it possible to associate URLs containing backlinks to Amazon with target products and categories. For example, an article on the best Christmas gifts can trigger an ad targeting toys on Amazon.
On the other hand, the “Machine Learning Model” uses machine learning to match site content with Amazon’s retail categories, delivering targeted advertising to customers as they browse.
In conclusion, Amazon Ads is leading the way in advertising innovation with its contextual targeting strategy. By adopting this approach, advertisers can remain relevant, effective and profitable in an ever-changing advertising landscape, even without ad credentials.
