The Halo Effect.
Full Funnel DSP Activation with STV awareness.
Proving DSP is a truly untapped activation against rising paid-search competition.
Sponsored Products CPCs keep climbing. A new lever against the auction tax.
Amazon Sponsored Products auctions are more crowded every quarter. The brands winning aren't bidding harder — they're building branded demand off the search results page, then letting that demand convert at the cheaper branded-keyword CPCs that flow from awareness.
Awareness to purchase, measured across both channels.
DSP doesn't just drive Amazon sales, it drives sales wherever the customer shops next. Combining Amazon DSP's on-Amazon attribution with the DSP pixel's off-Amazon attribution is the only way to see what the campaign actually delivered.
Why the blended view matters
- Amazon-only ROAS understates by 2.5x — Reporting only counts the 40% of attributed revenue that lands on Amazon. Halo attribution is needed as well, allowing the customer to choose where to shop.
- Pixel attribution is measured, not modeled — The Amazon DSP pixel fires on the brand's own site, so off-Amazon conversions are tied to the same ad exposure rather than modeled or inferred.
- Amazon NTB rate stays high — 65% of Amazon-attributed purchases were net-new buyers, the signal that the awareness layer is recruiting demand rather than harvesting it.
Audiences got more valuable as they aged in the retargeting pool.
The longer the audience aged, the more conversions landed. Impressions peaked early, the retargeting pool was already built. Following days, conversions came from previously-exposed audiences ripening.
Combined attributed sales, Amazon plus DTC
Daily stacked revenue with DSP overlays
DTC accounts for 60% of total attributed revenue, roughly 1.5x the Amazon-attributed share. Measuring DSP on Amazon-only ROAS understates performance by about 60 percent.
DSP is a truly untapped activation.
Comparable open-market and social video inventory for full-funnel work generally clears at $25 to $40 eCPM. Amazon DSP inventory clears at $5 to $15. This campaign delivered at $5.31, the floor of that band, which is about 4.7x the impressions the same dollars would have bought at even the cheapest open-market rate.
Why DSP eCPMs stay cheap
- Ad type-gated — Programmatic access requires a formal advertiser seat, which in practice means going through an Amazon rep or an agency that holds one.
- Spend minimums — Seats carry meaningful minimum spend commitments that screen out smaller advertisers.
- Result — A less crowded auction that clears at $5 to $15 eCPM, well under the $25 to $40 open-market range for comparable full-funnel inventory.
Prime Day lead-in is on.
The test proved it, and performance landed beyond every benchmark we set going in.
