Amazon's Demand Side Platform (DSP) has always been an important tool for brands to reach online consumers through programmatic advertising, and its powerful targeting capabilities enable advertisers to achieve large-scale and precise reach. But Amazon has recently adjusted its DSP access policy, which means brands must adopt new ways to adapt to this change. The following are policy changes and strategic recommendations for brands on how to maximize their advertising effectiveness in the new environment.
What are the changes in Amazon DSP access policy?
Amazon's latest policy has brought about the following important adjustments:
1. Higher direct access threshold
Although there may still be exceptions, Amazon is significantly increasing the difficulty of establishing independent DSP accounts for brands.
2. More inclined to be managed by proxy agencies
Amazon has shown a greater inclination towards having agencies responsible for DSP campaign management, further highlighting the importance of professional knowledge in dealing with complex advertising environments.
How to deal with the new DSP policy environment?
For brands accustomed to independently managing DSP activities, this change requires them to adjust their strategies to maintain competitiveness. Here are several key steps for brands to adapt to the new policy:
1. Choose a suitable agency partner
After policy changes, it has become particularly important to collaborate with agencies with strong DSP expertise. It is crucial to choose an experienced agency that is familiar with Amazon's advertising policies. Finding partners who can fully tap into the potential of DSP and help brands achieve their advertising goals is the key to brand success.
2. Evaluate existing agency relationships
If the brand already has a cooperative advertising agency, it needs to re-examine whether it has the necessary DSP professional capabilities. Some agencies may excel in overall advertising strategies but lack specific expertise in Amazon DSP. If a capability gap is identified, now is the ideal time to consider more professional partners.
3. Explore the advantages of collaborating with agencies
For brands without agency cooperation, this policy update provides an opportunity to gain a deeper understanding of the advantages of agency cooperation. Proxy agencies can not only help brands gain access to DSP, but also provide additional value, such as more advanced report analysis, more precise targeting, and more optimized advertising campaigns. Especially under Amazon's new policies, these additional advantages may be more attractive to brands.
4. Enhance the skills of the internal team to strengthen cooperation
Although Amazon's new policy places more responsibility for managing DSP activities in the hands of agencies, internal brand teams can still create more value for cooperation with agencies by learning DSP basics. An internal team familiar with DSP operations can provide agencies with deeper brand insights, ensuring that DSP strategies perfectly align with brand goals.
What should brands with existing DSP accounts do?
For brands currently directly managing DSP accounts, it is necessary to clarify the impact of this policy on them. Amazon has not publicly stated whether existing direct DSP accounts will be "exempted" or need to be handed over to an agency for management. To avoid interruptions in advertising campaigns, it is recommended that brands consult DSP experts to assess the current account status and develop corresponding strategies.
How to stand out under the new DSP policy?
Amazon's proxy management requirements for DSP activities have increased the complexity of digital advertising. To succeed in this change, brands need to possess professional knowledge and strategies. Or choose to collaborate with professional agencies to achieve brand marketing goals.