The advertising industry saw a dramatic change in March 2023 when Sizmek Ad Suite became the Amazon Ad Server after being acquired by Amaz...
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The
advertising industry saw a dramatic change in March 2023 when Sizmek Ad Suite
became the Amazon Ad Server after being acquired by Amazon.
Following
Google, Sizmek Ad Server and Sizmek Dynamic Creative Optimization were acquired
by Amazon, making it the second-largest ad server globally.
Advertisers
can benefit from a centralized hub and full cross-channel insights for holistic
campaign optimization by using Amazon Ad Server.
Everything
you need to know about Amazon ad servers and how they can enhance the
performance of your ads will be covered in this article.
Now let's
get started!
Table of Content
How Does an
Ad Server Operate and What Is It?
How Do
First-Party and Third-Party Ad Servers Differ From One Another?
The Amazon
Ad Server: What Is It?
The
advantages of Amazon Ad Serving
Qualifications
for Amazon Ad Server
How Can I
Sign Up to Use Amazon Ad Server?
How Can
Amazon Ad Server and AMC Be Used to Optimize Ads?
Final
Thoughts
How Does
an Ad Server Operate and What Is It?
A
centralized hub called an ad server selects and determines in real time which
ads are best to display on a certain platform.
It makes it
possible for publishers and advertisers to effectively manage and deliver ads
across a range of paid channels.
It
determines the best advertisements to display to particular audiences across
various devices and media channels by taking into account variables like
audience segments, budget, and timeframe.
Additionally,
it monitors and summarizes the advertising' performance, including impressions,
clicks, conversions, and so on.
The browser
instantly makes calls to the ad server and publisher's web server when users
browse the web or consume content, allowing the ad server to dynamically
display the most relevant advertising to the audience.
Publishers
(first-party) and advertisers (third-party) can manage and enhance their online
advertising campaigns with the help of an ad server.
How Do
First-Party and Third-Party Ad Servers Differ From One Another?
Publishers
who provide ad space for direct or programmatic campaigns on their websites
operate first-party ad servers. In order to reach an audience, they accept a
variety of creative materials to fill ad inventory with configurable
specifications.
Clicks,
impressions, and viewability are used to gauge the effectiveness of an
advertisement.
Conversely,
advertisers use third-party ad servers, which are owned by other companies, to
target particular populations and campaign objectives.
They
communicate with several publishers simultaneously and offer more precise
control over creatives. As advertisements appear across numerous publisher
sites, these ad servers help marketers by centralizing campaign management and
reporting.
One
illustration of a third-party ad server is Amazon DSP.
After
learning what an ad server is, let's examine what the Amazon ad server is.
The
Amazon Ad Server: What Is It?
Across a
variety of platforms, including Demand Side Platform and other publishers
globally, brands and agencies can easily create, distribute, and track
advertising campaigns with the help of Amazon Ad Server, a potent global
ad-serving solution.
This
multichannel ad server, formerly known as Sizmek Ad Suite, makes it easier to
create, manage, and optimize advertising campaigns globally.
The
advantages of Amazon Ad Serving
Because of
its many advantages, advertisers and sellers use Amazon Ad Server as their
preferred platform for planning, organizing, and refining advertising campaigns
across many media. Below are a handful of them:
Easily
Creates Ad Creative
Regardless
of your level of expertise, Amazon Ad Server gives you the creative freedom and
flexibility to produce and distribute effective advertisements to your target
audience.
Furthermore,
it provides Dynamic Creative Optimization (DCO), which lets you scale and
optimize advertising creatives according to different signals from platforms
that offer shopping and streaming. It optimizes ad performance and increases
relevancy.
Effective
Campaign Administration
Campaign
administration is made easier with Amazon Ad Server by using rules-based
automation to automate routine, repetitive processes. This enables you to
concentrate on essential business tactics and accelerate the growth of your
company.
Utilize
Centralized Reporting to Assess Performance
You may
access on-demand reporting and a consolidated reporting dashboard with Amazon
Ad Server.
By breaking
down specific data by ad, version, or asset and classifying them according to
audience and site metrics, you can obtain important insights into creative
performances.
Future
creative strategies benefit from this information's refinement and improvement.
In order to
give you a comprehensive understanding of cross-media performance, the tool
also offers cross-media analytics, which allow you to combine performance
indicators from several sources.
Qualifications
for Amazon Ad Server
Amazon has
not provided explicit eligibility requirements for Amazon Ad Servers; however,
suppliers and sellers worldwide can access it. Brands can also avail themselves
of self-service choices and managed services from Amazon.
The
following marketplaces can use the Amazon Ad Server:
· North America: United States, Canada,
Mexico
· South America: Brazil
· Europe: Germany, Spain, France,
Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, and Turkey
· Middle East: Saudi Arabia, United
Arab Emirates, and Egypt
· Asia Pacific: Australia, India,
Japan, Singapore
How Can I
Sign Up to Use Amazon Ad Server?
It's simple
to get started with Amazon Ad Server.
· To view the registration form, click "Get Started."
· Fill out the form with "Amazon
Ad Server" selected as the desired product.
· An expert will be in contact with you
after you submit the form, usually within a few days.
Complete
your Amazon Ad Server onboarding process by working with the professionals.
How Can
Amazon Ad Server and AMC Be Used to Optimize Ads?
You can
easily distribute your adverts across a variety of platforms with Amazon Ad
Server. Amazon Marketing Cloud (AMC) takes over to gather and compile
performance data when your ads go live. You can gain a deeper understanding of
your target audience with this integrated strategy.
Let's say,
for example, that you see a decline in your sales funnel. You can pinpoint the
exact location of this decline with AMC. By addressing the weak spots in a
planned manner, you can improve the campaign performance.
Additionally,
your advertising campaigns can benefit from cost savings thanks to the
convergence of AAS and AMC. You can use AMC to determine which ad types and
platforms work best for your items in terms of conversion. With this knowledge,
you may reallocate your advertising budget to enhance your return on
advertising spend by concentrating on the most productive channels.
Additionally,
Amazon Ad Server allows you to automate your ad campaigns in order to maximize
budget use. Automating campaigns improves targeting accuracy while also saving
time. By reaching the right people at the right moment, you'll maximize the
effectiveness of your resources.
Final
Thoughts
Any seller
wishing to reach customers across several platforms and establish omnichannel
advertising campaigns will benefit greatly from using Amazon Ad Server.
The
advantages are obvious: you gain an unfair advantage over competitors thanks to
consolidated reporting, simplified campaign management, and creative control
via Dynamic Creative Optimization (DCO).
Take
advantage of the chance that Amazon Ad Server offers to prosper in this
changing advertising environment. Create, refine, and evaluate campaigns with
an emphasis on effectiveness and performance. You have the resources at your
disposal; now is the time to put them to use for your achievement.
Read More:
OTT Advertising on Amazon in 2023
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