Sponsored Ads and DSP Overlap

The Sponsored Ads and DSP Overlap query is designed to measure the impact of running campaigns using multiple ad products together, such as Sponsored Products (SP), Sponsored Display (SD), Sponsored Brands (SB), and Demand-Side Platform (DSP). It analyzes the overlap of these ad products and their impact on ad-attributed purchase rates. This query is particularly useful for evaluating the effectiveness of a full-funnel strategy across multiple ad tactics, including DSP and Sponsored Ads.

The query returns insights such as unique reach, total purchases, and total product sales for each exposure group. These insights can be used to analyze the performance of different ad products and combinations thereof. For example, the query results show that users exposed to three ad types (DSP, Sponsored Display, and Sponsored Products) had a higher purchase rate (52.5%) compared to those exposed to only one ad type (0.1%). This indicates that customers exposed to a combination of ad products are more likely to make a purchase, suggesting the effectiveness of running always-on campaigns across different ad types.

To use this query effectively, you should have DSP and Sponsored Ads data in a single Amazon Marketing Cloud (AMC) instance. The campaigns used in this query should have advertised the same products during the same period, and it's recommended that the campaigns have been running for at least one week. Due to Amazon's 14-day attribution window, you should run the query at least 14 full days after the end date of the analyzed period to capture all conversions.

For more information, refer to our data model.