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January 07, 2023

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So, Amazon DSP allows brands to leverage Amazon’s data intelligence to reach audiences off Amazon, and the potential to reach users on Amazon-owned properties. We already talked a bit about targeting, but why is Amazon so good at it? Amazon was an early adopter to Big Data. They have been refining their data analysis methods since as early as 2003 and show no signs of stopping. What makes this data especially valuable is that it is about purchasing behaviour. ‘Google knows what you search, Facebook knows what you like, but Amazon knows what you buy.’ Amazon has made a business of knowing the who, what, when, why (or why not) and at what price of e-commerce. Well enough to both predict and influence shopping behaviour. Specifically, Amazon uses Pixel Based targeting which is behaviour tracking triggered by visiting a website (or specific pages) or performing certain actions online. As important as the quantity and quality of data is the ability to interpret it in meaningful...

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