Amazon's Ad Platform Rebranded as 'Agent' Remains in Closed Beta for Select US Advertisers
· 11h ago · Originally reported by PPC Land
Amazon has rebranded its ad platform as an 'agent,' but access to new DSP controls is limited to a subset of US advertisers. Agencies managing Amazon media are struggling to adapt to the changes, leading to some confusion in the market.
Why it matters
This matters because Amazon is a major player in digital advertising, and changes to its platform can impact how agencies and brands plan and execute campaigns. Limited access and unclear communication may affect ad spend and strategy.
Explain it like I’m new here
It's like Amazon changed the rules for its ad game, but only told a few players, leaving everyone else confused about how to play.
Terms in this story
DSP (demand-side platform)
A DSP (demand-side platform) is software that advertisers and agencies use to buy ad impressions automatically across many exchanges and publishers, deciding which impressions to bid on and how much.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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