Amazon Ad Server: The New Face of Sizmek Ad Suite

By Cepy 8/14/2023 Post a Comment

Hi Online Friends,

If you are looking for a powerful and versatile ad server that can help you create, distribute, and optimize your digital campaigns across multiple channels and platforms, you might want to check out Amazon Ad Server. This is the new name of Sizmek Ad Suite, the second largest ad server in the world, after Amazon acquired it in 2019. In this article, we will explore what Amazon Ad Server is, what it can do for you, and how it compares to other ad servers in the market.

But first, let's start with the basics. What is an ad server and why do you need one?

What is an ad server and how does it work?

An ad server is a software platform that helps advertisers and publishers manage their online ad campaigns. It stores, delivers, tracks, and reports on the performance of ads across different websites, apps, and devices. An ad server can also help advertisers create and customize their ads using various tools and features.

An ad server works by communicating with other components of the digital advertising ecosystem, such as demand-side platforms (DSPs), supply-side platforms (SSPs), ad exchanges, and ad networks. These components help advertisers buy and sell ad inventory in real-time using automated processes. When a user visits a website or an app that has ad space available, the publisher's ad server sends a request to the advertiser's ad server to fill that space with an appropriate ad. The advertiser's ad server then selects the best ad based on various criteria, such as the user's profile, location, device, behavior, and preferences. The advertiser's ad server then sends the ad back to the publisher's ad server, which displays it on the website or app. The whole process takes only milliseconds to complete.

Benefits of using an ad server

Using an ad server can provide many benefits for both advertisers and publishers, such as:

Efficiency: An ad server can help you save time and resources by automating and streamlining your ad campaign management. You can easily create, modify, distribute, and monitor your ads from a single platform. You can also use an ad server to run multiple campaigns across different channels and platforms simultaneously.
Control: An ad server can help you gain more control over your ad campaign performance. You can set your own goals, budgets, targeting options, and optimization strategies. You can also use an ad server to test different versions of your ads and measure their effectiveness. You can also use an ad server to prevent fraud, ensure brand safety, and comply with privacy regulations.
Insight: An ad server can help you gain more insight into your ad campaign results. You can access detailed and accurate data on various metrics, such as impressions, clicks, conversions, reach, frequency, viewability, cost-per-action (CPA), return on ad spend (ROAS), and more. You can also use an ad server to generate reports and dashboards that help you analyze your data and make informed decisions.

Types of ad servers

There are two main types of ad servers: first-party ad servers and third-party ad servers. They differ in who owns them and who uses them.

First-party ad servers: These are owned by publishers who offer their own ad space on their websites or apps. They use first-party ad servers to manage their direct or programmatic sales of their inventory. They also use first-party ad servers to measure the performance of their ads and generate revenue.
Third-party ad servers: These are owned by external parties who are not directly involved in the content creation or distribution of the websites or apps where the ads appear. They are used by advertisers who want to reach their target audiences across multiple publishers' websites or apps. They also use third-party ad servers to create and customize their ads, as well as track and report on their performance.

What is Amazon Ad Server?

Amazon Ad Server is a third-partyad server that helps brands and agencies create, distribute, customize, measure, and optimize campaigns across a variety of screens. It is the new name of Sizmek Ad Suite, which Amazon acquired in 2019. Amazon rebranded Sizmek Ad Suite as Amazon Ad Server in March 2023 and unveiled a new identity with expanded capabilities and feature offerings that help make cross-channel campaign execution easier and more effective.

Features of Amazon Ad Server

Amazon Ad Server offers multiple options for creative authoring, streamlined campaign management tools, advanced dynamic creative optimization capabilities, and Media Rating Council-accredited measurement. Some of the key features of Amazon Ad Server are:

Creative authoring: Amazon Ad Server provides various tools and templates that help advertisers quickly launch elegant, engaging, and effective digital ads. Advertisers can use the Amazon Creative Builder to design and build rich media ads using drag-and-drop functionality. They can also use the Amazon Video Builder to create and edit video ads using pre-built templates or custom assets. Additionally, they can use the Amazon HTML5 Builder to create and code HTML5 ads using a visual interface or a code editor.
Dynamic creative optimization: Amazon Ad Server enables advertisers to scale relevant creative messaging over an array of channels, devices, and formats. Advertisers can use the Amazon Dynamic Creative Optimization (DCO) to create and deliver personalized ads based on real-time data and user behavior. They can also use the Amazon Dynamic Creative Templates to choose from hundreds of ready-made templates that support various ad formats and sizes.
Campaign management: Amazon Ad Server simplifies the process of managing and optimizing ad campaigns across multiple channels and platforms. Advertisers can use the Amazon Campaign Manager to set up, monitor, and modify their campaigns from a single dashboard. They can also use the Amazon Optimization Engine to automatically optimize their campaigns based on their goals, budgets, and performance metrics.
Performance measurement: Amazon Ad Server delivers comprehensive and accurate data on ad campaign performance across display, video, search, and social. Advertisers can use the Amazon Analytics Suite to access various reports and dashboards that provide insights into impressions, clicks, conversions, reach, frequency, viewability, cost-per-action (CPA), return on ad spend (ROAS), and more. They can also use the Amazon Attribution Solution to measure the impact of their ads on post-click conversions using first-party signals from Amazon.

Integration with other Amazon ad tech solutions

Amazon Ad Server is integrated with other Amazon ad tech solutions that help advertisers reach millions of customers across Amazon sites and apps as well as third-party sites and apps. Some of the other Amazon ad tech solutions that work with Amazon Ad Server are:

Amazon Marketing Cloud (AMC): AMC is a cross-media measurement solution that helps advertisers measure the effectiveness of their campaigns across display, video, search, social, audio, and linear TV. AMC combines data from various sources, such as Amazon first-party signals, third-party measurement partners, and advertiser-provided data. AMC also uses machine learning models to provide reach and frequency metrics that account for deduplication across channels and platforms.
Amazon DSP: Amazon DSP is a demand-side platform that helps advertisers programmatically buy display, video, audio, and native ads across Amazon sites and apps as well as third-party sites and apps. Amazon DSP leverages Amazon's unique audience data to help advertisers reach their target customers with relevant ads. Amazon DSP also offers exclusive access to Amazon-owned inventory, such as IMDb TV, Twitch, Fire TV, Kindle devices, and more.
Amazon Publisher Direct: Amazon Publisher Direct is a supply-side platform that helps publishers monetize their inventory across display, video, audio, native,and in-app ads. Amazon Publisher Direct connects publishers with high-quality demand from Amazon DSP and other buyers. Amazon Publisher Direct also offers publishers access to Amazon's unique audience data and measurement solutions.

Amazon Ad Server vs. other ad servers

Amazon Ad Server is not the only ad server in the market. There are other ad servers that offer similar or different features and benefits for advertisers and publishers. Some of the most popular ad servers are:

Ad Server	Owner	Features	Benefits
Google Campaign Manager (GCM)	Google	- Creative authoring - Dynamic creative optimization - Campaign management - Performance measurement - Integration with Google Marketing Platform and Google Ads	- Wide reach across Google properties and third-party sites and apps - Access to Google's audience data and measurement solutions - Support for various ad formats and sizes, including AMPHTML ads
Facebook Ad Manager (FAM)	Facebook	- Creative authoring - Dynamic creative optimization - Campaign management - Performance measurement - Integration with Facebook family of apps and Audience Network	- Huge reach across Facebook, Instagram, Messenger, WhatsApp, and third-party sites and apps - Access to Facebook's audience network and measurement solutions - Support for various ad formats and sizes, including Stories ads and Instant Articles ads
The Trade Desk (TTD)	The Trade Desk	- Creative authoring - Dynamic creative optimization - Campaign management - Performance measurement - Integration with various DSPs, SSPs, ad exchanges, and ad networks	- Global reach across multiple channels and platforms - Access to various data providers and measurement partners - Support for various ad formats and sizes, including connected TV ads and audio ads
Adform (ADF)	Adform	- Creative authoring - Dynamic creative optimization - Campaign management - Performance measurement - Integration with various DSPs, SSPs, ad exchanges, and ad networks	- Global reach across multiple channels and platforms - Access to various data providers and measurement partners - Support for various ad formats and sizes, including digital out-of-home ads and interactive video ads

FAQs about Amazon Ad Server

How much does Amazon Ad Server cost?

Amazon Ad Server charges advertisers based on the number of impressions served by their campaigns. The pricing varies depending on the type of ad format, the size of the ad, the channel of the ad, and the region of the ad. For example, display ads in North America cost $0.03 per thousand impressions (CPM), while video ads in Europe cost $0.08 per thousand impressions (CPM). You can find more details about the pricing on the Amazon Ad Server website.

How do I sign up for Amazon Ad Server?

To sign up for Amazon Ad Server, you need to have an Amazon Advertising account. If you don't have one, you can create one for free on the Amazon Advertising website. Once you have an account, you can request access to Amazon Ad Server by filling out a form on the website. You will need to provide some information about your business, such as your name, email address, company name, website URL, monthly ad spend, and preferred currency. You will also need to agree to the terms and conditions of Amazon Ad Server. After you submit the form, you will receive an email confirmation from Amazon Ad Server within a few days.

How do I create an ad campaign on Amazon Ad Server?

To create an ad campaign on Amazon Ad Server, you need to follow these steps:

Login to your Amazon Advertising account and go to the Amazon Ad Server dashboard.
Click on the "Create Campaign" button on the top right corner of the dashboard.
Name your campaign and choose your campaign type (display, video, or dynamic).
Select your campaign goal (awareness, consideration, or conversion) and set your campaign budget.
Select your targeting options (audience, contextual, geographic, device, etc.) and set your bid strategy.
Create or upload your creative assets using the creative authoring tools or templates provided by Amazon Ad Server.
Review your campaign settings and launch your campaign.

How do I measure the performance of my ad campaign on Amazon Ad Server?

To measure the performance of your ad campaign on Amazon Ad Server, you need to follow these steps:

Login to your Amazon Advertising account and go to the Amazon Ad Server dashboard.
Click on the "Campaigns" tab on the left side of the dashboard.
Select the campaign that you want to measure and click on the "View Report" button on the right side of the dashboard.
Choose the metrics that you want to see, such as impressions, clicks, conversions, reach, frequency, viewability, cost-per-action (CPA), return on ad spend (ROAS), and more.
Filter the data by date range, channel, platform, format, size, and more.
Download or export the data as a CSV or PDF file.

How do I optimize my ad campaign on Amazon Ad Server?

To optimize your ad campaign on Amazon Ad Server, you can use the following features and strategies:

Amazon Optimization Engine: This is a feature that automatically optimizes your campaign based on your goals, budgets, and performance metrics. You can enable this feature when you create or edit your campaign. You can also adjust the optimization settings, such as the optimization frequency, the optimization method, and the optimization metric.
Amazon Dynamic Creative Optimization (DCO): This is a feature that automatically creates and delivers personalized ads based on real-time data and user behavior. You can enable this feature when you create or edit your campaign. You can also adjust the DCO settings, such as the DCO template, the DCO feed, and the DCO rules.
A/B testing: This is a strategy that involves testing different versions of your ads to see which one performs better. You can use this strategy to compare different elements of your ads, such as the headline, the image, the call-to-action, and more. You can use the Amazon Creative Builder to create and edit different versions of your ads. You can also use the Amazon Analytics Suite to measure and compare their performance.

What are some best practices for using Amazon Ad Server?

Some of the best practices for using Amazon Ad Server are:

Align your campaign with your business objectives: Before you create your campaign, you should have a clear idea of what you want to achieve with your campaign. You should also choose a campaign type, a campaign goal, and a campaign budget that match your objectives.
Know your target audience: Before you create your campaign, you should have a clear idea of who you want to reach with your campaign. You should also use the targeting options provided by Amazon Ad Server to narrow down your audience based on various criteria, such as demographics, interests, behaviors, locations, devices, and more.
Create engaging and relevant ads: When you create your ads, you should use the creative authoring tools and templates provided by Amazon Ad Server to design and build ads that are attractive, compelling, and effective. You should also use the dynamic creative optimization feature to deliver personalized ads that are relevant to each user.
Measure and optimize your campaign performance: When you launch your campaign, you should use the performance measurement tools and reports provided by Amazon Ad Server to monitor and analyze your campaign results. You should also use the optimization features and strategies provided by Amazon Ad Server to improve your campaign performance over time.

What are some of the advantages of using Amazon Ad Server?

Some of the advantages of using Amazon Ad Server are:

Scalability: Amazon Ad Server is built on Amazon Web Services (AWS), which means it can handle large volumes of traffic and data without compromising speed or reliability. AWS also provides high security and compliance standards for data protection and privacy.
Relevance: Amazon Ad Server leverages Amazon's unique audience data and first-party signals to help advertisers reach their target customers with relevant ads. Amazon's audience data includes information from millions of customers who shop on Amazon sites and apps every day. Amazon's first-party signals include information from various sources, such as Prime Video, Kindle devices, Fire TV devices,and Alexa devices. These signals help advertisers measure the impact of their ads on post-click conversions and customer loyalty.
Performance: Amazon Ad Server provides various features and benefits that help advertisers improve the performance of their campaigns across multiple channels and platforms. These include creative authoring tools, dynamic creative optimization capabilities, campaign management tools, optimization engine, performance measurement tools, attribution solution, and integration with other Amazon ad tech solutions.

What are some of the challenges of using Amazon Ad Server?

Some of the challenges of using Amazon Ad Server are:

Ad addressability: Amazon Ad Server faces some limitations in delivering personalized ads to users due to privacy regulations and cookie deprecation. Privacy regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), restrict the collection and use of user data without consent. Cookie deprecation, which is the removal of third-party cookies by modern browsers, such as Chrome and Safari, reduces the ability to track and target users across different websites and devices. These factors make it harder for advertisers to reach their target audiences with relevant ads.
Identity resolution: Amazon Ad Server needs to find alternative solutions for identity resolution in the face of ad addressability challenges. Identity resolution is the process of linking different identifiers, such as cookies, device IDs, email addresses, and phone numbers, to a single user profile. This helps advertisers understand their customers better and deliver more personalized ads. However, identity resolution is becoming more difficult due to privacy regulations and cookie deprecation. Amazon Ad Server will need to leverage its own first-party data and find other ways to identify and reach users across different channels and platforms.
Competition: Amazon Ad Server competes with other ad servers in the market that offer similar or different features and benefits for advertisers and publishers. Some of these competitors are Google Campaign Manager, Facebook Ad Manager, The Trade Desk, and Adform. These competitors have their own strengths and weaknesses in terms of reach, relevance, performance, pricing, support, and innovation. Amazon Ad Server will need to differentiate itself from these competitors and provide more value for its customers.

Conclusion

Amazon Ad Server is a powerful and versatile ad server that helps brands and agencies create, distribute, customize, measure, and optimize campaigns across a variety of screens. It is the new name of Sizmek Ad Suite, which Amazon acquired in 2019. It offers multiple options for creative authoring, dynamic creative optimization, campaign management, performance measurement, integration with other Amazon ad tech solutions, such as AMC and Amazon DSP. It also leverages Amazon's unique audience data and first-party signals to help advertisers reach their target customers with relevant ads.

However, Amazon Ad Server also faces some challenges in the face of future restrictions on ad addressability as a result of privacy regulations and cookie deprecation. It will need to leverage its own first-party data and find alternative solutions for identity resolution. It will also need to compete with other ad servers in the market that offer similar or different features and benefits for advertisers and publishers.

We hope you enjoyed this article and learned something new about Amazon Ad Server. If you want to learn more about other ad tech solutions offered by Amazon Ads, such as Amazon DSP, AMC, Amazon Publisher Direct, Sponsored Products, Sponsored Brands, Sponsored Display, Stores, Audio Ads, Video Ads, Custom Ads, Posts, Attribution, and more, please check out our other articles on our website.

Thank you for reading!

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