Launch announcement

Enhanced display placement targeting features on Amazon DSP

December 19, 2024

What launched?

Amazon DSP has launched two new targeting capabilities to help advertisers control ad placements across display and native inventory. Advertisers can now target specific fold positions (above or below the fold) for display and online video campaigns, and select native content placements (in-feed, in-article, or recommendation widgets) for native advertising campaigns. These controls are available in both the Amazon DSP user interface and API, enabling advertisers to align their campaigns with specific placement requirements. Advertisers can access these features within the line item settings page when creating or editing campaigns.

targeting

The new display targeting features must be enabled via the "Add Targeting" button via the Targeting widget on the line-item settings page on Amazon DSP.

domain
fold position

Once the targeting drop down appears, a user can select the relevant settings for their line-item.

Why is it important?

These targeting capabilities help advertisers ensure their ads appear in optimal positions across display and native inventory. By providing granular control over ad placement, advertisers can better align their campaigns with specific visibility and engagement goals. These features work across third party and Amazon Publisher Direct (APD) inventory, with expanded coverage planned for fold position targeting for Amazon owned and operated inventory in late Q1 2025.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Switzerland, Austria, Finland, Norway, Ireland, Denmark, Luxembourg
  • Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Turkey, Morocco, Bahrain, Kuwait
  • Asia Pacific: Australia, India, Japan, New Zealand, Singapore, China

Who can use it?

  • Self-service advertisers on Amazon DSP

Where do I access it?

  • These features are available through the Amazon DSP user interface, Bulk Tool Spreadsheets and API. In the UI, advertisers can find these controls in the line item settings page when creating or editing campaigns.

API specific

The two new targeting settings are available via the existing Targets API, for the create, list and delete operations.

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