About Amazon DSP
Amazon DSP is a demand-side platform that enables brands to programmatically buy display, video, and connected TV (CTV) ad placements across Amazon-owned properties like Prime Video, Twitch, and IMDb, as well as third-party publishers. Unlike Amazon's Sponsored Ads, DSP reaches audiences throughout the entire funnel, from awareness to conversion, both on and off Amazon.
How Prescient AI measures Amazon DSP
Prescient AI pulls spend, impressions, video completions, clicks, and audience segment data from Amazon DSP campaigns. This programmatic data is modeled alongside all other marketing inputs in the Marketing Mix Model, allowing brands to measure the incremental impact of upper-funnel DSP activity on downstream revenue. Because Amazon DSP campaigns often target broad audiences for awareness and retargeting, the model separates genuine lift from activity that would have occurred organically.
Why measure Amazon DSP with a Marketing Mix Model
Programmatic display and CTV campaigns run through Amazon DSP are inherently difficult to measure with click-based attribution. A viewer who sees a Prime Video ad may not click, but they might search for the brand the next day or purchase through Amazon a week later. Prescient AI's Marketing Mix Model captures these delayed and indirect halo effects, providing a clear read on how DSP spend contributes to total revenue across all channels. Brands can use saturation curves to find the optimal DSP investment level and forecast how shifting budget between DSP and lower-funnel Sponsored Ads will impact overall performance.
