Amazon DSP Attribution Was Broken. Here's What They Rebuilt and Why It Matters Now.

The podcast addresses the misconception that Amazon DSP (Demand-Side Platform) doesn't work, clarifying that its attribution issues were resolved with a rebuilt framework in 2025 and 2026. Previously, brands abandoned DSP due to its flawed last-touch attribution model, which led to inflated ROAS numbers and "phantom conversions." The updated system introduces multi-touch attribution, AI-driven incrementality testing, and extended look-back windows of up to five years. These upgrades enable brands to accurately measure DSP's incremental lift through randomized controlled trials, as demonstrated by H&R Block's 144% conversion lift among new customers. Brands using the new attribution framework are reporting 30-40% efficiency gains.