Guide
Media Planning APIs
Discover the benefits of media planning Application Programming Interfaces (APIs) and the technologies available to help optimize campaigns for success.
Apply to access the Amazon Ads API to start using media planning APIs.
Create, manage, and optimize campaigns programmatically through the Amazon Ads API.
Leverage insights to help you understand, reach, and convert audiences across the customer journey.
Customers interact with Amazon in a wide variety of ways. Amazon Ads solutions enable your brand to reach engaged audiences wherever they spend time: from consuming their favorite TV series and hit movies to music, podcasts, and more. But how do you make sure your ads are reaching and resonating with your most relevant audiences? Media planning APIs can help.
Reach audiences wherever they spend their time
What are media planning APIs?
Media planning APIs provide customer signals and insights to help you understand the best Amazon Ads products and solutions needed to achieve your business goals. These insights give you a deeper understanding of the audiences you connect with, and the scale you can achieve when using Amazon Ads products. With insights that help you understand your target audience’s media consumption habits and preferences, you can build highly tailored campaigns that resonate with your customers.
Our media planning APIs are designed to integrate directly into your first- or third-party planning tools, giving you the ability to plan your Amazon media strategy alongside other publishers. Amazon Ads media planning insights, when combined with your first-party signals, act as a map for how to effectively reach and engage your most relevant audiences across their entertainment and commerce journeys.
Types of media planning API technology
Historic reach API
The historic reach API helps you understand how many Amazon customers you could possibly reach by using Amazon Ads products. It gives you visibility into the Amazon Ads historic reach estimates, which you can use to compare your performance with other media publishers and improve your media planning. You can also obtain overall reach by any audience that is available to you, including age and gender demographics, Amazon’s library of lifestyle and in-market segments, third-party, and advertiser-owned audiences. You can use the historic reach API to answer questions such as: “How many individuals in my advertiser audience were reached in Prime Video last month?”
Reach forecasting API
The reach forecasting API provides forecast projections for sponsored ads and Amazon DSP campaigns at different spending levels. These insights can help you align budgets more efficiently and strategically plan media mixes that align to your advertising goals for each campaign. This API covers all Amazon inventory, including video, audio, display, and sponsored ads. You can use the reach forecasting API to answer questions such as: “How many individuals can I reach on Twitch next month with X spend?” and “How many individuals can I reach using Sponsored Products and Sponsored Brands with X spend during next month’s holiday shopping event?”
Forecast deduplication API
The forecast deduplication API will help you understand the total deduplicated audience reach across ad products. This allows you to optimize your media mix to help you reach and engage with your most relevant audiences. Whether you want to maximize frequency to reach the same audience across ad products or maximize reach by expanding your audience size, you can use the forecast deduplication API to align with your advertising goals. For example, you can use this API to understand the total number of users in your audience you can reach by leveraging Prime Video, Twitch, and sponsored ads campaigns. Another example where you can use the forecast deduplication API is to answer a question such as: “What percentage of users in my audience am I already reaching on online video (OLV) if we are active on Twitch?”
Persona builder API
The persona builder API allows you to access Amazon’s first-party insights to learn more about your audiences and create your own custom brand personas. For example, you can use APIs that return aggregated demographic insights, top retail categories purchased, top content streamed on Prime Video, and more. These audiences can be saved and activated to your Amazon Ads campaigns.
The Amazon Ads API requires an application and approval process before access is granted. The process will vary based on the categorization of your organization. If you’re interested in a direct integration, you can learn more here. Or you can check out our Amazon Ads partner directory to locate companies who are already using this technology and can offer you support.