Amazon Reveals Free DSP Trials for Media Buyers, Leaked Slides Indicate
Amazon is intensifying its efforts to promote its demand-side platform, known as Amazon DSP. The company is reaching out to various advertising agencies, offering them free trials to test its platform against competitors. This initiative aims to enhance the adoption of Amazon DSP among media buyers.
Free Trials for Media Buyers
As part of its strategy, Amazon is presenting agencies with a unique opportunity for head-to-head comparisons. The company will cover the costs associated with the trial, including:
- Ad inventory costs
- Technology expenses
- Media measurement tools
Testing Campaigns
The proposed test involves running dual campaigns using Amazon DSP alongside a rival demand-side platform. This testing process is set to last between four to six weeks. Here are the key details:
- Equal budgets will be allocated to both DSPs.
- The campaigns will run concurrently during the same dates and times.
This initiative reflects Amazon’s commitment to increasing its market share in the digital advertising sector. By allowing agencies to experience its platform’s capabilities firsthand, Amazon aims to demonstrate the effectiveness of Amazon DSP compared to its competitors.
Conclusion
Amazon’s aggressive approach to promoting its DSP could reshape the landscape for media buyers. With cost-free trials and direct competition with other platforms, agencies might find compelling reasons to reconsider their advertising strategies.
