Amazon Ads’ Brand+ and Performance+ help advertisers achieve business goals: Ankur Rathi

At the e4m Real-Time Programmatic Advertising Conference, Ankur Rathi, Head of Amazon DSP-Amazon Ads in India said, “Fifty-five per cent of audiences we surveyed discovered products on Amazon irrespective of where they bought it. Whether they bought on Amazon.in or elsewhere, the journey started here.”

He acknowledged the challenges of a fragmented media landscape, noting that modern shoppers engage across several touchpoints before making a purchase. “These touchpoints include online, offline, across devices and channels. It is challenging for brands to understand the impact of their advertising given the fragmented journey today,” Rathi said.

Amazon Ads helps brands overcome these challenges. He explained that Amazon Ads is using trillions of signals from shopping, streaming, browsing and gaming to understand consumer behaviour, while also extending reach beyond its own offering through Amazon Publisher Direct. “Brands can use Amazon DSP to reach audiences wherever they are spending their time. Amazon DSP leverages signals to drive outcomes for advertisers,” he said.

Rathi also discussed AI-backed products by Amazon Ads – Brand+ and Performance+. “Both these products significantly reduce steps that earlier existed on Amazon DSP to activate any campaign. The idea is to reduce the effort and make it easier for advertisers to achieve outcomes. Using these capabilities, advertisers have been able to work on an objective-backward approach and deliver their goals in a trusted and brand-safe way,” he said. He added that several have tested the tools in recent months, with significant improvements in reach, frequency and sales.

“Brand+ and Performance+ are essentially full-funnel AI-driven products by Amazon Ads that can help advertisers achieve their business objectives. Brand+ helps in prospecting new customers and increases reach and frequency with relevant campaigns. Performance+ helps in multiple tactics including customer acquisition, remarketing and retention,” he said.