Amazon Ads has launched new measurement tools and a privacy-centric collaboration platform for advertisers in Canada. The news was announced at Amazon’s annual unBoxed conference in New York on October 25.
On the adtech side, the new capabilities span campaign planning, activation, and measurement, designed to make audience customization easier, and provide more actionable ad insights around performance.
Ultimately, the new features “help advertisers adapt to a rapidly changing landscape, where the way brands connect with their audience is constantly evolving,” says Kelly Miller, managing director of ecommerce at Toronto-based media agency Cairns Oneil. “Advertisers are increasingly seeking model-based solutions to reach both their current and potential customers at scale.”
More specifically, Amazon Marketing Cloud (AMC) insights can now be used to create custom audiences (AMC Audiences) in Canada, along with a lookalike modeling feature, predictive modeling, as well as the ability to set target KPIs, ultimately helping advertisers lower CPAs up to 40%, according to an internal Amazon study in the U.S.
The DSP has also improved campaign reporting in Canada with the launch of Amazon Marketing Stream, a push-based API delivering hourly metrics, complemented by the addition of Rapid Retail Analytics, which provides retail metrics like sales, traffic, and product inventory.
Amazon Ads has also opened access to its New-to-Brand metrics suite to advertisers in Canada, providing deeper visibility into campaign data, like how many customers saw the ad in question, and visited the brand’s product page or added one of its products to their cart for the first time in the last 12 months.
Amazon DSP Events Manager facilitates the creation of predictive audiences and makes it easier to measure performance and automate optimization with first-party conversion metrics and like-minded event signals.
On the privacy side, the platform announced the launch of Amazon Publisher Cloud in Canada, allowing companies and their partners to collaborate and plan programmatic campaigns and analyze first-party data in a “clean room” environment easily and securely.
“This Amazon launch opens up extensive opportunities for advertisers [in Canada] to utilize Amazon’s large base of consumer data,” Miller explains. “This data can be leveraged to enhance the effectiveness of advertising efforts by delivering highly personalized content to consumers, precisely targeting them based on their historical purchase patterns.”
Ultimately, Miller says these new capabilities are evidence of Amazon’s commitment to meeting the evolving needs of advertisers. “They are positioning themselves as a leader in addressing challenges related to ad performance measurement, audience reach, and privacy.”
