Amazon Ads has announced a suite of new capabilities and enhancements for its Demand-Side Platform (DSP) and Amazon Marketing Cloud (AMC) to optimise full-funnel operations, measurement, and management, promising advertisers more precise audience reach.

The Amazon DSP is launching a new user experience with streamlined workflows that enable campaign creation in fewer clicks. The new consolidated display line-item feature has reportedly reduced campaign setup time by 75% in early tests.

Amazon DSP enhancements also include new frequency cap controls and reporting to simplify frequency management.

Megan Pagliuca, Chief Activation Officer at Omnicom Media Group, praised these features, stating, “Amazon DSP's frequency management and target frequency capabilities match and exceed competitive DSPs. In particular, the frequency cap insights report is the most thought-through report we have seen among all DSPs.”

Amazon Ads is also launching an ads data manager, which allows advertisers to securely upload their signals once and then use them across Amazon DSP and AMC.

Further enhancements have been made to Performance+, the automated optimisation capability within Amazon DSP. Performance+ uses advertiser-provided signals and predictive AI to automate audience relevancy and campaign optimisation for lower-funnel goals.

These new advertising capabilities aim to provide brands with a comprehensive view of the customer journey. New AMC solutions introduce no-code capabilities in an intuitive interface, extending AMC’s sophisticated analytics capabilities to brands of all sizes.

Kelly MacLean, Vice President of Amazon DSP, commented on the rapidly evolving digital advertising landscape.

“The digital advertising landscape is rapidly evolving, with streaming TV becoming mainstream and full-funnel, cross-channel reach and measurement taking centre stage. We’re inventing ad tech that makes it easier for all advertisers to navigate this evolution with precise reach, deeper insights, and direct measurement," he said.

Paula Despins, Vice President of Ads Measurement at Amazon Ads, emphasised the company's mission.

“Our mission is to be the most customer-obsessed advertising service by giving all brands the measurement and data-driven, machine learning optimisation capabilities they need to drive business growth through simple, easy-to-use tools.”

Amazon Ads is also making AMC’s most popular insight report, conversion path reporting, available to all advertisers within their everyday campaign workflows. Long-term sales insights estimate the sales that a brand can expect to generate over the next year based on how effectively their campaign moves new-to-brand shoppers down the purchase funnel.