Send audiences to Amazon Ads

Note

This topic contains information about configuring a destination that sends query results to Amazon Ads using orchestrations. To configure a destination that sends audiences to Amazon Ads using campaigns see this topic .

Amazon Ads is an online advertising platform that supports a variety of advertising options, including sponsored, search, display, video, and audio.

Amperity can manage audiences within Amazon Ads for use with a variety of advertising and paid media channels, such as:

  • Sponsored ads for products and brands that appear within search results on the Amazon website and within the mobile app.

  • Sponsored display ads that reach audiences as they browse, research, or buy products on Amazon, on Twitch, or by using Amazon DSP, a demand-side platform that allows you to programmatically buy ads to reach new and existing audiences on and off Amazon.

  • Video ads for streaming TV and online video. Streaming TV ads can appear on Twitch, live sports events, top TV and network broadcaster apps, and curated news on Fire TV. Online video ads reach audiences on Amazon-owned sites, including IMDb.com and Twitch and may appear on third-party sites through Amazon Publisher Direct.

  • Audio ads that are heard during breaks in premium audio content, including first-party Amazon Music ad-supported tiers, connected TV environments, Twitch News, Alexa-enabled devices, and third-party sites through Amazon Publisher Direct.

  • Access to a secure, privacy-safe, and cloud-based clean room solution when the instance name for your brand’s Amazon Marketing Cloud (AMC) account is configured.

Warning

Please ask your Amperity representative for assistance with setting up Amazon Ads as a destination within your tenant.

Note

This destination uses the Amazon Ads API to manage audiences. If the audience does not exist, Amperity will create it. If the audience exists, Amperity will update the list of members to match the list that is sent.

Get details

Review the following details before configuring credentials for Amazon Ads and before configuring Amperity to send audiences to Amazon Ads.

Detail 1.

Credential settings

Refresh token

A refresh token is generated by the OAuth process and authorizes Amperity to send data to Amazon Ads. The value for the refresh token is updated automatically.

Note

The refresh token is provided after the OAuth process is completed.
Detail 2.

Required configuration settings

Audience name (Required at orchestration)

A description of the audience that is managed by Amperity.

Audience description (Required at orchestration)

A description of the audience that is managed by Amperity.

DSP advertiser

The name of the DSP advertiser within Amazon Ads.

Use the DSP advertiser dropdown to select a demand-side platform that is associated with your Amazon Ads account.

AMC instance

The instance within Amazon Marketing Cloud to which your brand will send audiences.

Optional. Use the AMC instance dropdown to select an Amazon Marketing Cloud instance.

Important

If an instance for Amazon Marketing Cloud is not configured, Amperity will skip adding audience members to Amazon Marketing Cloud.

If an Amazon Marketing Cloud instance is configured, Amperity will attempt to use an existing connection for Amazon Marketing Cloud or will create a connection between the chosen demand-side platform advertiser and the instance for Amazon Marketing Cloud.
Detail three.

When you have an extern_id that is available and appropriately configured for your downstream destination, use a query to return an audience that contains any of the following attributes:

SELECT
    ,extern_id
    ,email
    ,phone
    ,address
    ,city
    ,state
    ,postal
    ,country
    ,given_name AS 'firstname'
    ,surname AS 'lastname'
FROM Customer_360

You may also use an amperity_id but it should be labeled as an extern_id.

SELECT
    ,amperity_id AS extern_id
    ,email
    ,phone
    ,address
    ,city
    ,state
    ,postal
    ,country
    ,given_name AS 'firstname'
    ,surname AS 'lastname'
FROM Customer_360

Important

The following columns are required:

  • extern_id (recommended) or amperity_id (supported for existing integrations)

  • If first and last names are returned, the column names must be firstname and lastname

  • country is required by the Digital Markets Act

Note

If both extern_id and amperity_id are provided, only extern_id will be used.

A phone number must be in E164 format format.

All personally identifiable information (PII)—email, phone, address, and so on—is sent to Amazon Ads as SHA-256 hashed data.

About Amazon Marketing Cloud (AMC)

Amazon Marketing Cloud (AMC) uses pseudonymized inputs from Amazon Ads campaign events, such as ad impressions, ad clicks, and ad-attributed conversions that span across media including streaming TV, audio, video, display, and sponsored ads. These inputs are uploaded into a dedicated instance of AMC—a “clean room”—after which that data stays within that instance and cannot be accessed or exported by Amazon.

Audience analysis takes place within Amazon Marketing Cloud, including across dimensions like audiences, device, time, or campaigns. Results are aggregated and may be exported as anonymous reports.

Amperity can send data to your brand’s instance of Amazon Marketing Cloud (AMC) when the instance name is configured alongside the demand-side platform (DSP) advertiser to which this destination will send data.

Configure credentials

Configure credentials for Amazon Ads before adding a destination.

An individual with access to Amazon Ads should use SnapPass to securely share “the Amazon Ads API refresh token” details with the individual who will configure Amperity.

To configure credentials for Amazon Ads

Step 1.

From the Settings page, select the Credentials tab, and then click the Add credential button.
Step 2.

In the Credentials settings dialog box, do the following:

From the Plugin dropdown, select Amazon Ads.

Assign the credential a name and description that ensures other users of Amperity can recognize when to use this destination.
Step 3.

The settings that are available for a credential are determined by the credential type. For the “amazon-ads” credential type, configure settings, and then click Save.

Refresh token

A refresh token is generated by the OAuth process and authorizes Amperity to send data to Amazon Ads. The value for the refresh token is updated automatically.

Reauthorize Amperity

You may need to reauthorize access to Amazon Ads. This is necessary when an authorization token has expired or when it has been removed. To reauthorize access to Amazon Ads, follow the steps to configure OAuth and create a new credential.

Add destination

Use a sandbox to configure a destination for Amazon Ads. Before promoting your changes, send a test audience, and then verify the the results in Amazon Ads. After the end-to-end workflow has been verified, push the destination from the sandbox to production.

To add a destination for Amazon Ads

Step 1.

Open the Destinations page, and then click the Add destination button.

Add

To configure a destination for Amazon Ads, do one of the following:

  1. Click the row in which Amazon Ads is located. Destinations are listed alphabetically and you can scroll up and down the list.

  2. Search for Amazon Ads. Start typing “amaz”. The list will filter to show only matching destinations. Select “Amazon Ads”.
Step 2.

Select the credential for Amazon Ads from the Credential drop-down, and then click Continue.

Tip

Click the “Test connection” link on the “Configure destination” page to verify that Amperity can connect to Amazon Ads.
Step 3.

In the “Destination settings” dialog box, assign the destination a name and description that ensures other users of Amperity can recognize when to use this destination.

Configure business user access

By default a destination is available to all users who have permission to view personally identifiable information (PII).

Enable the Admin only checkbox to restrict access to only users assigned to the Datagrid Operator and Datagrid Administrator policies.

Enable the PII setting checkbox to allow users with limited access to PII access to this destination.

Restricted PII access is enabled when the Restrict PII access policy option that prevents users who are assigned to that option from viewing data that is marked as PII anywhere in Amperity and from sending that data to any downstream workflow.
Step 4.

Configure the following settings, and then click “Save”.

Audience name (Required at orchestration)

A description of the audience that is managed by Amperity.

Audience description (Required at orchestration)

A description of the audience that is managed by Amperity.

DSP advertiser

The name of the DSP advertiser within Amazon Ads.

AMC instance

The instance within Amazon Marketing Cloud to which your brand will send audiences.

Membership duration

The length of time (in seconds), after which a customer will be removed from this audience. This value may be between “0” - “34,300,800”. Set this value to “0” to remove audience member.

(A membership duration of “34,300,800 is equivalent to “9528” hours or “397” days.)

To ensure customers stay in this audience ensure the frequency at which the audience is sent to Amazon Ads is less than the membership duration.
Step 5.

After this destination is configured, users may configure Amperity to:

  • Use orchestrations to send query results

  • Use orchestrations and campaigns to send audiences

  • Use orchestrations and campaigns to send offline events

to Amazon Ads.

Workflow actions

Missing required field

Amazon Ads requires the country field to be included in query results. This helps Amazon Ads identify if user data was collected within a country that is regulated by the Digital Markets Act, a European Union regulation that seeks to make the digital economy fairer and more equitable for all participants.