Audience Overlap Report for DSP

The Audience Overlap Report presents audience size and affinity index information for audiences that are not targeted, serving as a valuable resource to identify complementary audiences.

About The Report

Amazon’s Audience Overlap Report for DSP is the best way to compare your audience targets to other Amazon audiences. Located in the larger Audience Segmentation report, the Audience Overlap report for DSP lets you see how your audience targets performed. Plus, it identifies new audiences to go after next.

The Audience Overlap Report presents audience size and affinity index information for audiences that are not targeted, serving as a valuable resource to identify complementary audiences.

It can also identify more cost-efficient ways to steal sales from your competitors. For instance, if your aim is to capture market share from a competitor, directing your efforts towards an audience that frequently engages with their products might yield positive results. The problem is, these audiences can be expensive.

The solution: Examine the Audience Overlap Report to find related audiences that probably also buy from your competitor. Employing these audiences as targets presents an effective and economical method for increasing your market share.

Keep in mind: This specific Audience Overlap Report is only available to DSP advertisers.

If you do advertise on DSP, you can create a new report as soon as an audience has been approved. These reports are crucial because they show you the categories where audiences usually spend their time.

To download this report, go to Amazon DSP console > Audiences > Select an Audience > Download the Overlap Report.

How to Leverage the Reports

Examine the size and affinity scores. The affinity score gauges the likeness between a target audience and an overlapping one. A higher affinity score indicates a greater similarity between the audiences.

Meanwhile, the size metric reflects an audience’s scale relative to all Amazon audiences. For instance, a size of 6 signifies that the audience represents more than 60% of all Amazon audiences.

So what do you do? Combine the size and affinity scores to sleuth out the niche audience segments that will best help you grow.

Discover new audiences. The beauty of the Audience Overlap Report is that it shows you audiences that are similar to the shoppers you want to reach. As we discussed above, the combination of size and affinity scores helps advertisers identify pivotal complementary audiences with potential interest in your products. These new audiences can introduce you to new customers and enhance your brand's appeal.

Make smarter targeting decisions. When conducting DSP campaigns, audience selection is paramount. The Amazon DSP Audience Overlap Report plays a pivotal role in making informed decisions about targeting strategies.

With this report, you can capture a slice of your competitors' market share without incurring excessive costs or engaging in direct rivalry.

Expand your reach more efficiently. Additionally, the Audience Overlap Report for DSP facilitates the expansion of your campaign's reach by tapping into complementary sources of traffic at a reasonable cost.