Amazon Ads connection
Overview
Amazon Ads offers a range of options to help you achieve your advertising goals to registered sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, app developers, and/or agencies.
The Amazon Ads integration with Adobe Experience Platform provides turn-key integration to Amazon Ads products, including the Amazon DSP (ADSP) and Amazon Marketing Cloud (AMC).
Using the Amazon Ads destination in Adobe Experience Platform, users are able to define advertiser audiences for targeting and activation on the Amazon DSP. Additionally, users may upload their data to Amazon Marketing Cloud to understand performance by audience, advertiser provided dimensions, membership in Amazon segments, or other signals available in AMC. After uploading advertiser audiences to AMC, users can use Amazon Marketing Cloud to modify, enhance, or append to audience members using Amazon signals from within Amazon Marketing Cloud.
AMC brings together unique signals from across Amazon owned and operated properties, spanning across media including display, video, streaming TV, audio, and sponsored ads. Users can easily send curated segments from Adobe Experience Platform to AMC to enhance learning such as audiences’ in-market groups, lifestyle cohorts, and brand engagement patterns. Augmented segments can then be used to optimize media activations in Amazon DSP.
IMPORTANTamc-support@amazon.com.Use cases
To help you better understand how and when you should use the Amazon Ads destination, here are sample use cases that Adobe Experience Platform customers can solve by using this destination.
Activation and targeting
This integration with Amazon DSP allows Amazon Ads advertisers to pass advertiser CDP audiences from Adobe Experience Platform to Amazon’s DSP to create advertiser audiences for advertising targeting. Audiences may be selected within the Amazon DSP for positive targeting, as well as negative targeting (suppression).
Analytics and Measurement
This integration with Amazon Marketing Cloud (AMC) allows Amazon Ads advertisers to pass CDP segments from Adobe Experience Platform form to AMC. Advertisers can then join the CDP inputs with Amazon Ads signals, and conduct custom analytics on topics such as media impact, audience segments, and customer journeys in privacy compliant format. For example, an advertiser may upload a list of their existing customers to understand the aggregate advertising campaign performance, or aggregated statistics of on-Amazon conversion events, such as viewing a product detail page, adding a product to a shopping cart, or purchase of a product.
Advertising optimization
This integration with Amazon Marketing Cloud (AMC) allows advertisers to upload their own customer lists, and using Amazon Marketing Cloud SQL, perform overlap analysis, suppressions, additions, or optimizations to audiences in a recurring basis before creating an activation-ready audience in Amazon DSP for targeting.
Prerequisites
To use the Amazon Ads connection with Adobe Experience Platform, users must first have access to an Amazon DSP Advertiser Account or an Amazon Marketing Cloud instance. To provision these instances, visit the following page on the Amazon Ads website:
Supported identities
The Amazon Ads connection supports the activation of identities described in the table below. Learn more about identities. For more details on the identities supported by Amazon Ads, visit the Amazon DSP Support Center.
| Target Identity | Description | Considerations |
|---|---|---|
| phone_sha256 | Phone numbers hashed with the SHA256 algorithm | Both plain text and SHA256 hashed phone numbers are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option, to have Experience Platform automatically hash the data on activation. |
| email_lc_sha256 | Email addresses hashed with the SHA256 algorithm | Both plain text and SHA256 hashed email addresses are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option, to have Experience Platform automatically hash the data on activation. |
Export type and frequency
Refer to the table below for information about the destination export type and frequency.
| Item | Type | Notes |
|---|---|---|
| Export type | Audience export | You are exporting all members of an audience with the identifiers (name, phone number, or others) used in the Amazon Ads destination. |
| Export frequency | Streaming | Streaming destinations are “always on” API-based connections. As soon as a profile is updated in Experience Platform based on audience evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations. |
Connect to the destination
IMPORTANTTo connect to this destination, follow the steps described in the destination configuration tutorial. In the configure destination workflow, fill in the fields listed in the two sections below.
Authenticate to destination
To authenticate to the destination, fill in the required fields and select Connect to destination.
You are taken to the Amazon Ads connection interface where you first select the advertiser accounts you wish to connect to. Upon connection, you are redirected back to Adobe Experience Platform with a new connection, provided with the ID of the Advertiser Account you selected. Select the appropriate Advertiser Account on the destination configuration screen to proceed.
Fill in destination details
To configure details for the destination, fill in the required and optional fields below. An asterisk next to a field in the UI indicates that the field is required.
- Name: A name by which you will recognize this destination in the future.
- Description: A description that will help you identify this destination in the future.
- Amazon Ads Connection: Select the ID for the target Amazon Ads account used for the destination.
NOTE-
Advertiser Region: Select the appropriate region in which your Advertiser is hosted. For more information on the marketplaces supported by each region, visit the Amazon Ads documentation.
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Amazon Ads Consent Signal: Confirm that all data sent through this connection have consented to use personal data to be used for advertising purposes. “GRANTED” indicates consent for Amazon to use the customer’s personal data for advertising. The permissible values are “GRANTED” and “DENIED”. Any records sent through connections with “DENIED” will be rejected for further use within Amazon Ads.
Enable alerts
You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, see the guide on subscribing to destinations alerts using the UI.
When you are finished providing details for your destination connection, select Next.
Activate audiences to this destination
IMPORTANT-
To activate data, you need the View Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.
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To export identities, you need the View Identity Graph access control permission.
Read Activate profiles and audiences to streaming audience export destinations for instructions on activating audiences to this destination.
Map attributes and identities
The Amazon Ads connection supports hashed email address and hashed phone numbers for identity matching purposes. The screenshot below provides an example matching that is compatible with the Amazon Ads connection:
- To map hashed email addresses, select the
Email_LC_SHA256identity namespace as a source field. - To map hashed phone numbers, select the
Phone_SHA256identity namespace as a source field. - To map unhashed email addresses or phone numbers, select the corresponding identity namespaces as source fields, and check the
Apply Transformationoption to have Experience Platform hash the identities on activation. - NEW starting with the September 2024 release: Amazon Ads requires you to map a field containing a
countryCodevalue in the 2-character ISO format in order to facilitate the identity resolution process (for example: US, GB, MX, CA, and so on). Connections withoutcountryCodemappings will result in negative impact to identity match rates.
You only select a given target field one time in a destination configuration of the Amazon Ads connector. For example, if you submit business email, you cannot also map personal email in the same destination configuration.
It is strongly recommended that you map as many fields as you have available. If only one source attribute is available, you may map a single field. The Amazon Ads destination utilizes all mapped fields for mapping purposes, yielding higher match rates if more fields are provided. For more information about the accepted identifiers, visit the Amazon Ads hashed audience help page.
