Mumbai: Amazon Ads has introduced a suite of new features and full-funnel capabilities within Amazon DSP, reinforcing its position as a leading omnichannel demand-side platform (DSP). These updates are designed to enhance audience reach, improve campaign efficiency, and optimize advertising strategies using AI-driven insights.
As programmatic advertising continues to grow in India, brands are increasingly leveraging automation to reach consumers across their digital journeys. According to the dentsu-e4m Digital Advertising Report 2025, 42% of digital ad spends now flow through programmatic channels, a trend that is expected to expand further.
Amazon Ads’ full-funnel DSP solution has been recognized in The Forrester Wave report for its high-yielding inventory, verifiable revenue impact, and AI-driven decision-making capabilities. The report further highlights that Amazon DSP excels in strategy, vision, innovation, and product roadmap, making it a preferred choice for advertisers aiming for performance-driven results.
Key Enhancements to Amazon DSP:
Programmatic Guaranteed Deals for Video and Display
Amazon DSP has launched Programmatic Guaranteed deals to enable direct buying between advertisers and media owners. This ensures efficient and scalable reach for awareness campaigns, particularly in India’s evolving programmatic landscape.
Shopper Personas for Targeted Audience Engagement
A new audience cohort, Shopper Personas, has been introduced to enhance audience targeting based on retail and content consumption behaviors. This enables advertisers to fine-tune their campaigns for better scale, relevance, and efficiency.
Ads Planner for Goal-Based Media Planning
Amazon Ads now offers Ads Planner, a tool that allows agencies and advertisers to create goal-driven media plans on Amazon DSP. This feature provides real-time audience insights, reduces manual intervention, and helps optimize budget allocation while ensuring deduplicated reach and frequency across video and display formats.
Karthik Shankar, Head of Digital Trading, GroupM, emphasized the impact of Amazon DSP’s latest updates, “In order to produce tangible business outcomes, Amazon DSP combines precision with agility. Through high-affinity audience insights, we have used cases that helped brands reach 84% more new customers. Real-time signals also enable us to enhance product recall. The robust insights and seamless integration help optimize full-funnel strategies. The updates in Amazon DSP help brands in creating meaningful connections and achieving marketing objectives.”
Amazon Ads has also introduced Amazon Ad Tag (AAT 2.0) to improve ad addressability and measurement across various landing pages, including D2C websites and lead generation platforms. The updated version offers greater flexibility and third-party tag manager support for seamless implementation.
With these latest innovations, Amazon Ads continues to empower advertisers with cutting-edge tools that drive impactful campaigns from brand awareness to conversions. The updates in Amazon DSP, coupled with AI-powered insights, ensure advertisers can create meaningful customer experiences and achieve their marketing objectives effectively.
