Complete Guide to Amazon Ad Server: What Is It and How Does It Work?

In March 2023, a significant shift happened in the advertising landscape – Sizmek Ad Suite rebranded under the wings of Amazon as the Amazon Ad Server. 

With the acquisition of Sizmek Ad Server and Sizmek Dynamic Creative Optimization, Amazon became the world’s second-largest ad server, behind Google.

Amazon Ad Server provides advertisers with a centralized hub for better advertising control and comprehensive cross-channel insights for holistic campaign optimization. 

This blog will explore everything you need to know about Amazon ad servers and how they can better your ad performance. 

Let’s jump into it!

A quick peek into the article:

1. What Is an Ad Server, and How Does It Work?
2. What Is the Difference Between First-Party and Third-Party Ad Servers?
3. What Is the Amazon Ad Server?
4. Benefits of Amazon Ad Serve
5. Eligibility Criteria for Amazon Ad Server
6. How to Register for Amazon Ad Server
7. How to optimize ads with AMC and Amazon Ad Server?
8. Final Thoughts

What Is an Ad Server, and How Does It Work?

An ad server is a centralized hub that manages and instantly decides the most suitable ads to display on a platform. 

It enables advertisers and publishers to handle and distribute ads across various paid channels efficiently. 

It considers factors like audience segments, budget, and timeline to determine the optimal ads to show to specific audiences across different devices and media channels.

It also tracks and reports the performance of the ads, such as impressions, clicks, conversions, etc.

As users browse the web or consume content, the browser quickly calls a publisher’s web server and the ad server to dynamically show the most relevant ads to the audience. 

An ad server can be used by publishers (first-party) or advertisers (third party) to run and optimize their online advertising campaigns.

What Is the Difference Between First-Party and Third-Party Ad Servers?

First-party ad servers are run by publishers who offer ad space on their websites for direct or programmatic campaigns. They accept a range of creative assets to fill ad inventory using customizable parameters to reach an audience.

The ad performance is measured through clicks, impressions, and viewability.

On the other hand, third-party ad servers are owned by external parties and are utilized by advertisers to reach specific audiences and campaign goals. 

They provide finer control over creatives and interact with multiple publishers at once. These ad servers centralize campaign management and reporting for the advertisers as ads appear across multiple publisher sites.

Amazon DSP is an example of a third-party ad server. 

Now that you understand what an ad server is, let’s understand what is the Amazon ad server. 

What Is the Amazon Ad Server?

Amazon Ad Server is a powerful global ad-serving solution that empowers brands and agencies to build, distribute, and measure ad campaigns seamlessly across various platforms, including Demand Side Platform and other publishers worldwide. 

Formerly known as Sizmek Ad Suite, this multichannel ad server simplifies creating, managing, and optimizing ad campaigns on a global scale.

Benefits of Amazon Ad Serve

Amazon Ad Server offers a range of benefits, making it a go-to platform for sellers and advertisers to create, manage, and optimize ad campaigns on different platforms. Here are a few of them:

Builds Ad Creative Easily

Amazon Ad Server provides creative control and flexibility to create and deliver impactful ads to your target audience, regardless of your skill level. 

In addition, it offers Dynamic Creative Optimization (DCO), which allows you to scale and optimize ad creatives based on various signals from shopping and streaming platforms. It boosts relevance and maximizes ad performance. 

Efficient Campaign Management

Amazon Ad Server streamlines campaign management by automating common, repetitive tasks through rules-based automation. This allows you to focus your time on core business strategies and grow your business faster. 

Analyze Performance with Centralized Reporting

Amazon Ad Server provides you with a centralized reporting dashboard and empowers you with on-demand reporting. 

You can gain valuable insights into creative performances with detailed analytics by ad, version, or asset, categorized against dimensions like audience and site. 

This information helps refine and improve future creative strategies.

The tool also gives you cross-media analytics to consolidate performance metrics from multiple sources and provide you with a holistic view of cross-media performance. 

Eligibility Criteria for Amazon Ad Server

Amazon hasn’t given clear eligibility criteria for Amazon Ad Servers, but it’s accessible to both sellers and vendors globally. Amazon also provides managed services and self-service options to brands. 

The Amazon Ad Server is available to the following marketplace:

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Poland, Belgium, Turkey
• Middle East: Saudi Arabia, United Arab Emirates, Egypt
• Asia Pacific: Australia, India, Japan, Singapore

How to Register for Amazon Ad Server?

Getting started with Amazon Ad Server is easy. 

• Visit https://advertising.amazon.com/adtech-solutions/amazon-ad-server. 

• Click on “Get Started” to access the registration form.
• Fill out the form, specifying “Amazon Ad Server” as the product of interest.

• ​​Submit the form, and within a few days, an expert will reach out to you.
• Work with the experts to finalize your onboarding process for Amazon Ad Server.

How to Optimize Ads with AMC and Amazon Ad Server?

Amazon Ad Server lets you seamlessly deploy your ads across various platforms. Once your campaigns are live, Amazon Marketing Cloud (AMC) steps in to collect and consolidate performance data. This integrated approach allows you to understand your target audience better.

For instance, imagine you observe a drop-off in your sales funnel. AMC enables you to precisely identify where this decline takes place. You can strengthen your campaign performance by strategically addressing the weak points.

Moreover, the integration between AAS and AMC offers cost-saving opportunities for your advertising campaigns. With AMC, you can figure out which platforms and ad types convert best for your products. Once you have this info, you can reallocate your advertising budget to focus on the most effective channels and improve your ROAS.

Also, you can automate your ad campaigns with Amazon Ad Server to optimize budget utilization. Automating campaigns not only saves time but makes targeting more precise. You’ll reach the right audience at the right time, making your resources more efficient.

Final Thoughts

Amazon Ad Server is a powerful tool for any seller looking to create omnichannel advertising campaigns and reach customers on different platforms. 

The benefits are clear – creative control through Dynamic Creative Optimization (DCO), streamlined campaign management, and centralized reporting give you an unfair advantage over others. 

Seize the opportunity presented by Amazon Ad Server to thrive in this evolving advertising landscape. Build, optimize, and analyze campaigns with a laser focus on efficiency and performance. The tools are at your disposal – it’s time to make them work for your success.

If you want any help with creating a comprehensive omnichannel advertising campaign, SellerApp can be your best bet. 

We’ve already helped big brands like Phillips and Coca-Cola to create omnichannel advertising strategies, and we can do the same for you. 

Let’s elevate your advertising game – schedule a call now.

Additional read:

How Does the Amazon Seller Scanner App Work?

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