DSP Strategies

Understanding DSP Strategies

m19 simplifies the complex world of DSP by turning it into an automated, easy-to-manage "strategy."

How It Works:

When you launch a DSP Strategy, m19 does the heavy lifting by automatically building a sophisticated campaign structure within the Amazon DSP. Here is what happens behind the scenes:

1 Order (Campaign): A single, top-level Order is created for the entire strategy.
1 Creative per ASIN: For each promoted ASIN, one Responsive E-commerce Creative is automatically generated.
Multiple Line Items (Ad Lines): To ensure your ads look great and perform well everywhere, the system creates multiple Line Items for each creative. These are broken down by Device Type and Supply Source.

If you promote a single ASIN, m19 will create separate ad lines to target users exactly where they are, such as:

Desktop computers on Amazon-owned sites.
Mobile devices on Amazon-owned sites.
Desktop computers on third-party websites.
And so on.

Ad formats

Currently, the platform supports:

Responsive E-commerce creatives (display format)
video format

Important Note on Third-Party Exchanges

If you want to activate Third Party Exchange (showing ads on non-Amazon websites), you must first provide a whitelist.

Why? Our data shows that performance can drop significantly when targeting every available third-party site. Using a whitelist ensures your ads only appear on high-quality, effective websites, keeping your spend efficient.

Product Audiences Creation

Custom product audiences are built from a list of ASINs plus shopper behaviour and a lookback window. This is the route to take when you want an audience that doesn't match a preset, or one you can reuse across several strategies.

Here are the steps to create them:

1. Go to Advertising > DSP Product Audiences.

2. Click Create audience.

3. Choose a name for your audience

4. Pick ASINs from your catalogue, and/or bulk-paste any additional ASINs that aren't in it (for example: competitor ASINs)

5. Choose the shopper behaviour (set the rules)

Audience type	Captures shoppers who
Product views	Viewed one of the selected ASINs
Product purchases	Bought one of the selected ASINs
Product searches	Searched for terms associated with the selected ASINs
Similar product views	Viewed products similar to the selected ASINs, the basis for conquesting

6. Choose the lookback window

The lookback sets how far back Amazon looks for that behaviour. Shorter windows mean hotter, smaller audiences; longer windows mean more reach and weaker intent.

You can select several types and several lookbacks at once, m19 then creates one audience per combination. For example, Product views at 14 and 30 days plus Product purchases at 30 days creates three audiences you can mix independently.

7. Create, then wait for Amazon

Click "Create product audience." New audiences appear as Pending while Amazon builds and activates them; once they show as Active, you can add them to your DSP strategies.

Subscription & Activation

Please note that DSP is not included in your standard m19 Sponsored Ads subscription. Because this is a premium service, it carries an additional value and a separate pricing structure.

To learn more about pricing and the process of activating DSP for your account, please reach out to our team at support@m19.com