Note: The following interview is part of the Orange 142 Emerging Channels Council initiative, which we launched to help SMB understand and adopt new and innovative advertising channels. As part of this effort, we’ve asked Orange 142 experts to share their insights on new opportunities, strategies, and challenges in the digital advertising landscape. This interview is one of many resources created by the Council. Be sure to download the Best Practices Guide linked at the end for actionable advice tailored to emerging channels.
By Fatou Bah
Reaching the right audience has always been the key to successful advertising, but precision matters more than ever in today’s digital landscape. That’s where Amazon DSP comes in. By leveraging Amazon’s vast first-party data- drawn from shopping, streaming, and browsing behavior -- advertisers can target consumers with unmatched accuracy across Amazon-owned properties like Prime Video, Twitch, and Fire TV, as well as thousands of premium third-party websites and apps.
But Amazon DSP isn’t just about targeting- it’s a full-funnel solution. Advertisers can build awareness with high-impact videos, drive engagement through display, and retarget high-intent audiences to convert them into customers. With robust attribution and measurement tools, brands can see exactly how their campaigns perform and optimize for better results.
So, how can advertisers take advantage of this opportunity? And what makes Amazon DSP different from other programmatic platforms? To explore these questions, I sat down with Calvin Scharffs, VP of Marketing, to learn how Orange 142 clients can use Amazon DSP to reach the right audience, maximize campaign performance, and drive measurable results.
FB: Many advertisers think Amazon’s DSP is only for brands that sell on Amazon. Is that the case?
CS: Not at all. Amazon DSP works for any brand, even if they don’t sell on Amazon. Advertisers can use Amazon’s first-party shopping, streaming, and browsing data to reach the right audience, whether they sell products on Amazon or not.
For example, let’s say you’re a travel brand, a financial service, or even an automotive company—none of those businesses sell directly on Amazon. However, they can still use Amazon DSP to reach the right audiences.
Amazon’s unique data signals help brands target people based on their shopping behaviors, media consumption, and lifestyle preferences. So, whether someone is searching for luggage, reading travel guides, or watching vacation vlogs on Prime Video, a travel brand can reach them at different points in their journey -- even if they’re never planning to buy anything on Amazon itself.
FB: Where can advertisers reach audiences using Amazon DSP? Does it apply to Amazon-owned properties, or does it extend beyond that?
CS: Amazon DSP gives advertisers access to a wide range of inventory on and off Amazon. That includes Amazon-owned properties—Amazon.com, Prime Video, Amazon Music, Twitch, Freevee, Fire TV, and Kindle. But it doesn’t stop there.
Advertisers can also reach audiences across thousands of third-party websites and apps Amazon partners with through significant ad exchanges. Brands can use Amazon’s first-party data to connect with their ideal audience, even if they aren’t advertising directly on an Amazon-owned property.
FB: How does Amazon DSP’s targeting differ from other programmatic platforms? What makes Amazon’s data unique?
CS: What sets Amazon DSP apart is its first-party data, which is built on actual consumer behavior—not assumptions. Unlike traditional programmatic platforms that rely on third-party cookies or broad demographic data, Amazon DSP leverages shopping, streaming, and browsing insights to create highly relevant audience segments.
Let me give you an example. If someone is browsing running shoes on Amazon, listening to a fitness podcast on Amazon Music, and watching workout tutorials on Prime Video, an athletic brand can reach them at the right moment -- across multiple touchpoints.
This level of intent-based targeting is what makes Amazon DSP super powerful. Instead of guessing who might be interested in a product, advertisers can engage audiences who are actively shopping, researching, or engaging with relevant content—whether they’re on Amazon.com, Prime Video, or a third-party website.
FB: Amazon promotes its DSP as a full-funnel advertising solution. What does that mean in practice? How can advertisers use Amazon DSP to drive both awareness and conversions?
CS: When Amazon says "full-funnel," they mean advertisers can reach consumers at every stage—from brand awareness to purchase and beyond. Unlike other platforms focusing only on upper-funnel branding or lower-funnel conversions, Amazon DSP lets advertisers create campaigns that move audiences through the buying journey.
For example, a brand can start with awareness campaigns on Prime Video, Freevee, and Twitch to introduce their product to a broad audience. Then, they can use Amazon’s shopping and browsing data to retarget people who engaged with the brand -- whether they watched a video ad, visited a product page, or searched for a similar item. Finally, when users are ready to buy, advertisers can drive conversions with high-intent targeting by serving ads on Amazon.com or other Amazon-owned properties.
And because Amazon DSP offers detailed attribution and measurement tools, advertisers can track how different touchpoints contribute to performance, giving them a clearer picture of what’s working across the funnel.
FB: You say Amazon DSP can measure campaign performance—what specific reporting and attribution tools are available to advertisers?
CS: Amazon DSP offers a range of attribution and reporting tools that help advertisers understand how their campaigns perform at every funnel stage.
One of the most potent tools is Amazon Marketing Cloud (AMC). AMC provides advanced analytics, allowing advertisers to see how different ad exposures contribute to conversions. It helps answer key questions like: Did someone engage with a video ad before purchasing? How many touchpoints did it take before they converted?
Another key measurement tool is Amazon Brand Lift, which helps advertisers understand how their ads impact brand awareness and customer perception. This is especially useful for upper-funnel campaigns focusing on brand recognition rather than immediate conversions.
Amazon DSP also provides cross-channel attribution, allowing advertisers to track their ads' performance across Amazon properties and third-party sites. This means brands can see how their campaign drives engagement, whether a customer first saw an ad on Prime Video, then later clicked a display ad on a partner site, before finally making a purchase.
The ability to track and optimize performance at every stage makes Amazon DSP such a strong full-funnel solution.
FB: Once advertisers can access all this performance data, how can they optimize their Amazon DSP campaigns?
CS: The great thing about Amazon DSP’s reporting is that it doesn’t just tell you how a campaign performed—it helps you improve results in real time. If an advertiser sees strong engagement but lower conversions, they can refine their audience segments to focus on users with higher purchase intent. Since Amazon’s data is based on actual shopping and browsing behavior, advertisers can get precise with their targeting.
Another way to optimize is through creative testing. Amazon DSP makes it easy to run A/B tests so advertisers can compare different ad formats, messaging, or visuals. If one version drives more clicks or conversions, they can shift more of the budget toward what’s working.
Budget allocation is another big one. Amazon’s attribution tools show which placements—like Prime Video, Fire TV, or third-party websites—deliver the best results. If a brand notices that its CTV ads drive more conversions than display ads, it can adjust its spending to maximize ROI.
Minor tweaks, like adjusting ad frequency, can make a big difference. If an audience sees the same ad too often, advertisers can dial it back to avoid ad fatigue and improve efficiency.
Amazon DSP isn’t just about serving ads—it’s about learning from the data and making smarter decisions that drive better results.
FB: This all sounds like a huge opportunity. If an advertiser wants to start using Amazon DSP, what’s the best way to get started?
CS: The best place to start is by reaching out to your Orange 142 team. Because Orange 142 has a direct seat on Amazon DSP, our team can help advertisers access Amazon’s premium inventory and first-party data without needing their own DSP license.
We’ll work with advertisers to understand their goals, identify the right audience segments, and build a campaign strategy that fully utilizes Amazon’s targeting and measurement capabilities. We can guide you if you’re looking to run a branding campaign on Prime Video, drive conversions through retargeting, or build a full-funnel strategy.
Want to learn how this can work for you? Orange 142 helps SMBs navigate and maximize emerging advertising channels with strategic guidance and best practices. Let’s connect to explore the right approach for your goals.
About the Orange 142 Emerging Channels Council
The Emerging Channels Council serves as a thought leadership body within Orange 142, focusing on educating, guiding, and encouraging independent brands and agencies to experiment and excel in underutilized and innovative channels. Through collaboration, data-driven insights, and practical resources, the council will help Orange 142 clients obtain strategic growth through sustainable practices in digital advertising.
To access all of the Emerging Channels Council resources, please visit: https://orange142.com/emerging-channels-hub