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Connecting with Amazon DSP

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Why Use This Connector

The Relay42 data connector for Amazon DSP enables seamless integration between your customer data and Amazon’s powerful demand-side platform, allowing you to execute programmatic advertising campaigns with precision and efficiency across Amazon and its extensive inventory of third-party websites and apps.

Here’s how this integration adds value:

  1. Leverage First-Party Data: Use enriched customer profiles from Relay42 to create highly specific audience segments for targeting on Amazon DSP, ensuring your ads reach the most relevant users.

  2. Smarter Retargeting: Re-engage customers who have interacted with your brand by using behavioral data and intent signals to deliver personalized programmatic ads.

  3. Maximize Reach and Scale: Access Amazon’s expansive ecosystem, including its owned properties (such as Amazon.com, IMDb, and Twitch) and third-party publishers, to scale your campaigns effectively.

  4. Dynamic Audience Updates: Sync real-time data from Relay42 to Amazon DSP, ensuring your audience lists are always updated and your campaigns stay relevant.

  5. Improve ROI and Efficiency: Optimize media spend by targeting high-value segments with personalized messaging, reducing wasted impressions and driving conversions.

  6. Cross-Channel Consistency: Align Amazon DSP campaigns with other marketing initiatives through Relay42’s cross-channel data capabilities, ensuring cohesive customer experiences.

  7. Actionable Insights: Combine Relay42’s data intelligence with Amazon DSP’s robust reporting tools to refine your strategy and improve campaign performance.

By integrating Relay42 with Amazon DSP, you can execute data-driven programmatic campaigns that deliver personalized, impactful messaging at scale, driving engagement and measurable results for your brand.

Quick Connector Overview

Type DSP
PartnerType slot 28 (Amazon cookie), 7001 (Hashed Email), 6001 (Mobile Advertising ID) or 31 (configurable, External Id)
Needs cookie sync Yes (if you plan to use Amazon cookie)
API documentation https://advertising.amazon.com/API/docs/en-us/guides/get-started/overview
Protocol REST
Endpoint https://advertising.amazon.com/API/docs/en-us/data-provider/openapi#/Add%20or%20remove%20records
Syncs data on Add - Remove
Multiple connectors allowed Yes
Supports sending profileVars

Yes
API documentation

https://advertising.amazon.com/API/docs/en-us/data-provider/openapi#/Add%20or%20remove%20records
https://advertising.amazon.com/API/docs/en-us/data-provider/openapi#tag/Add-or-remove-records

Prerequisites

To configure the Amazon DSP connector, you need:

  • Amazon DSP account
  • Permissions to provide access to partner accounts

Cookie sync (optional)

The Amazon DSP connector uses Amazon cookie. Relay42 users can collect Amazon cookie for web visitors using Relay42 cookiesync tag template. To configure this tag, go to "Tags" > "”Pages" and select the path of your choice e.g. Global. Click on "+New Tag", search "Relay42 Data" templates and select "Cookie sync". Select this variant, and choose either "Amazon DSP EU" (Europe) or "Amazon DSP NA" (North America) in the dropdown list.

This cookie sync tag will trigger a cookie sync process between Relay42 and Amazon DSP. As a result, the Amazon cookie will be stored as a new identifier in Relay42 web visitor profiles. 

Configure the Amazon DSP Connector

Create new connector under Data → Connectors → Server-to-Server Connectors → New connector → Amazon DSP

The form will ask you to input the following required information:

  • Name: Display name of the partner server to server integration, which is used throughout the Relay42 system
  • Region: The region in which the clients AmazonDSP account is configured (EU for Europe, NA for North America, or FE for APAC)
  • Authentication type: Standard authentication or OAuth method
  • AdvertiserId: There are 2 ways to find your advertiser ID:
    • Amazon Ads Console:
      • Go to Amazon Advertising Console and log in with your credentials
      • Once logged in, go to the Settings or Account Information section
      • In most cases, you'll find your Advertiser ID in the account information section alongside other account details
    • Amazon DSP Console:
      • If you're using Amazon DSP, log into the DSP Console
      • Navigate to the Advertiser Management or Account Management area to view your advertiser ID
  • Payload type: Choose one out of four types of identifiers that will be used to identify Relay42 profiles for the Amazon DSP 
  • Choose OAuth authentication

Configure the Amazon DSP Connector in Audience/Journey

Adding the Amazon DSP connector to an audience or journey requires the user to select which Amazon DSP audience Relay42 profiles need to be added to/revomed from.

There are two options available:

  1. Using an existing audience: Input the Amazon audience API id and click on the “Search” button. If the amazon audience exist the name and description of the audience will be retrieved and displayed.

  1. Create a new Audience: Click on “Add new Audience”. Fill out the required form & click Save. A new audience will be created on Amazon DSP side which can then be populated. NOTE: An audience ID is only returned during creation, so it’s good practice to note the audience ID after creating one, if you’d ever want to reuse this audience in the future.

 

 

Once a Relay42 profile is added to an audience or journey with the Amazon DSP configured, if an audience/journey variable is present it will be automatically sent to Amazon DSP as a property with the same name as the variable in Relay42.

This property can be used for segmentation in Amazon DSP. More information and screenshots will be added soon.