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 4x — Reporting only counts the 18% of attributed revenue that lands on Amazon — halo attribution is needed as well, allowing the customer to choose where to shop.
- Pixel attribution is independent — Amazon DSP fires events on the brand's site directly, so DTC conversions tie back to the same exposure.
- NTB rate stays high across both — 65% of Amazon-attributed purchases were net-new, and the off-Amazon pixel surface mirrors a similar new-buyer mix.
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 + DTC
Daily stacked revenue with DSP overlays
DTC accounts for 82% of total attributed revenue — 4.3x the Amazon-attributed share. Measuring DSP on Amazon-only ROAS understates performance by roughly four-fifths.
DSP is a truly untapped activation.
Industry-expected eCPM for full-funnel DSP campaigns sits around $15. This campaign delivered impressions at $5 eCPM — a third of expected. Same dollars, 3x the reach.
Why DSP eCPMs stay cheap
- Ad type-gated — Programmatic access requires a formal advertiser seat approval, typically only run by Amazon reps or limited agencies with the capability to a seat.
- Spend minimums — DSP reps requires meaningful entry-level budgets that screen out small advertisers.
- Result — A less-crowded auction with materially lower CPMs than open-web norms.
Prime Day lead-in is on.
The test proved it, and performance landed beyond every benchmark we set going in.
