Amazon Unboxed 2024: What’s Next in Advertising Innovation

How to Make Ads Data Manager Work for Your Brand

Ads Data Manager can make your first-party data work harder than ever before, but how? Below are our top recommendations.

1. Tailor Your Exclusions for Better Results in Amazon Campaigns

To protect sales and avoid cannibalization, it’s crucial brands ensure they do not target customers who are more likely to purchase directly from their websites. With ADM, Amazon has access to the brand’s first-party customer data and can identify which of those customers are likely to purchase from external sites, enabling brands to exclude those customers from their Amazon advertising campaigns.

By creating defined swim lanes—distinct categories that separate customer ownership—brands can clearly distinguish between their customers and the customers Amazon engages. This approach allows brands to own their customer relationships while Amazon manages its own audience, minimizing overlap and competition. 

The result: Brands can avoid spending money on ads targeting customers who are already likely to make a purchase without the need for additional advertising. Instead, they can focus on reaching new or less engaged customers who might not already be loyal or familiar with their products.

2. Build Larger Lookalike Audiences To Expand Reach

By scaling successful campaigns with rich first-party data insights, brands can tap into a broader pool of potential customers

Consider that Amazon’s data, while valuable, is primarily focused on user behavior within its ecosystem. It offers insights into how users interact with products on Amazon but may not provide the same depth of understanding about individual customer preferences or behaviors outside of that platform. 

What’s more, brands do not own this data, which limits their ability to leverage it across multiple channels in the same way they can with their own first-party data.

First-party data, on the other hand, is owned by a brand, giving them full control over how it’s used. They can segment and analyze this data according to their own marketing strategies and goals, ensuring that lookalike audiences are tailored to their specific needs. However, first-party data comes with its own issue — the audience size is often relatively small compared to that of Amazon’s, according to our DSP specialist. 

“First party data is often small compared to Amazon’s own 1P audiences. Using this data on its own limits brands to a small audience pool—ADM allows clients to both build and significantly scale their lookalike audiences.” – Doug Kaplan, Head of Programmatic at Feedvisor

Using ADM, brands can more effectively leverage first-party data to build large, data-rich lookalike audiences, expanding their reach beyond direct website visitors. This strategy enables them to connect with an array of potential customers who may not have engaged with the brand before but are likely to be interested due to their similarities to existing customers. 

3. Share and Synchronize Audience Data Across Multiple Platforms

An audience created in ADM can be pushed into Amazon’s platform, but it can also be sent to other platforms like The Trade Desk, enabling brands to distribute and activate the same audiences across multiple advertising platforms. 

By doing so, brands can avoid having to recreate the same audience individually on each platform. This ensures that audiences are consistent and optimized across all channels, which can both boost campaign efficiency and streamline audience management. 

4. Measure the Impact of Your Campaigns with Full-Funnel Reporting

Last, but certainly not least, is the ability to better measure the impact of your campaigns. First-party data often exists in silos and without the proper context — making it difficult to understand the full picture of your campaign, especially as consumers move across more and more platforms before their final conversion. 

ADM allows brands to track and collect data on key customer interactions and conversion events, particularly those that occur outside of Amazon. This can include:

• Clicks
• Purchases
• Sign-Ups

After brands onboard these events into ADM, they can then send this data into Amazon Marketing Cloud for a more granular analysis—essential for full-funnel reporting. By integrating conversion events from ADM and other invaluable data all in AMC, brands can eliminate data silos and understand the customer journey. 

With these insights, brands can make informed, holistic decisions that enhance both immediate campaign performance and long-term strategy.