Focussing on unlocking efficient reach for awareness campaigns, Amazon DSP has now launched Programmatic Guaranteed deals feature across video and display which are poised to have significant importance in India’s programmatic advertising landscape where direct deals are made between advertisers and media owners.
With this capability Amazon DSP enables deal-based buying on publisher audiences and programmatic buys on its own signals for all the video buys.
Additionally, to help customers plan better audience reach across the funnel, Amazon Ads has also introduced a new audience cohort within Amazon DSP in India: Shopper Personas, wherein audiences are based across multiple signals through their retail and content consumption patterns while keeping in mind their complex path to purchase.
As per the company, these Shopper Personas will enable advertisers and agencies to achieve the right mix of scale, relevance and efficiency across awareness and consideration objectives.
Additionally, Amazon Ads has also launched Ads Planner to enable agencies and advertisers to leverage a goal-based media planning workflow on Amazon DSP so as to not only simplify the planning process for advertisers, but also enable real time audience understanding and reduce dependence on manual intervention and unlock more control for advertisers and agencies on their media planning and execution.
The Ads Planner will help advertisers size up the audience opportunity to achieve their marketing goals across the customer journey, help them understand the deduplicated reach and frequency across video and display formats and help achieve the required campaign objectives within set range whilst driving higher efficiencies as the tool also has the capability to guide budget allocation.
In addition to these features, Amazon Ads has also launched Amazon Ad Tag (AAT 2.0) to further increase focus on ads addressability. AAT2.0 will enable advertisers to extend Amazon DSP’s measurement capabilities to destination pages of their choice (D2C website, lead generation landing page, etc.). AAT 2.0 offers greater flexibility and ease of use (via 3rd party tag manager implementation support).
With the advertising landscape in India constantly evolving, programmatic is acting as a key enabler for brands to reach out to these consumers across their complex digital journeys. In fact, in recent years, we have seen growth in programmatic transactions as advertisers become increasingly aware of the benefits it delivers on scale and efficiency for their investments.
As the dentsu-e4m Digital Advertising Report 2025 reveals, 42% of digital ad spends now flows through programmatic channels, a trend poised for continued growth.
That said, as a customer obsessed brand, Amazon Ads has been working on key features for the Amazon DSP to deliver better customer experience and help advertisers achieve their goals across the purchase funnel efficiently.
“In order to produce tangible business outcomes, Amazon DSP combines precision with agility. Through high-affinity audience insights, we have used cases that helped brands reach 84% more new customers. Real-time signals also enable us to enhance product recall. The robust insights and seamless integration help optimize full-funnel strategies. The updates in Amazon DSP help brands in creating meaningful connections and achieving marketing objectives,” said Karthik Shankar, Head of Digital Trading, GroupM.
