Creating Demand with Amazon DSP

In this episode of the Better Advertising with BTR Media podcast, Destaney Wishon interviews Alyssa Guzman about Demand Side Platforms (DSP) and Amazon advertising. They discuss the lack of education around DSP due to the hyper-focus on PPC, highlighting the increasing interest in DSP as part of a comprehensive marketing funnel. The conversation covers the importance of transparency in reporting, the benefits and challenges of Amazon Marketing Cloud (AMC), and the significance of creating demand through tactics like OLV and Streaming TV. They emphasize the need to balance retargeting with prospecting to avoid limiting audience size and sales growth, and also touch on the potential of AI in creative ad generation. The discussion extends to retailer expansion beyond Amazon, underscoring the importance of a customized approach and strategic thinking for each brand.