Integration Inventory
Amazon Advertising provides several integration pathways to extend measurement and activation capabilities. The primary options include Amazon Attribution for multi-channel measurement, Amazon Marketing Cloud (AMC) for advanced analytics, and DSP integrations for programmatic buying.
Amazon Attribution
Amazon Attribution enables advertisers to measure how non-Amazon marketing channels drive shopping activity and sales on Amazon.
- Supported Channels: Display, video, search, social, and email campaigns from external platforms
- Implementation: Tag-based tracking using attribution tags or API integration
- Use Cases: Cross-channel attribution, upper-funnel measurement, media mix modeling
- Requirements: Brand Registry enrollment, professional selling account, or vendor account
Amazon Marketing Cloud (AMC)
AMC is a clean room solution that allows advertisers to perform custom analytics on pseudonymized signals across Amazon Ads and their own inputs.
- Data Sources: Amazon DSP, Sponsored Ads, third-party data uploads
- Capabilities: Audience overlap analysis, path-to-conversion modeling, incremental reach measurement
- Access: Available to advertisers meeting minimum spend thresholds on Amazon DSP
- Technical Requirements: SQL knowledge, AWS account for query execution and result storage
DSP Platform Integrations
Amazon DSP supports integrations with demand-side platforms, data management platforms, and measurement partners.
- Ad Verification: Integration with third-party verification vendors for viewability and brand safety
- Attribution Partners: Connections with multi-touch attribution providers
- Data Onboarding: First-party audience uploads via AWS or approved onboarding partners
- Reporting APIs: Programmatic access to campaign performance data
Implementation Playbooks
Amazon Attribution Setup
- Verify account eligibility (Brand Registry or vendor status)
- Create attribution tags in Amazon Ads console under Measurement & Reporting
- Implement tags on landing pages or through tag management systems
- Configure conversion tracking for relevant Amazon events (detail page views, add-to-cart, purchases)
- Map external campaign parameters to Amazon Attribution taxonomy
- Validate tag firing using browser developer tools or tag debugging extensions
AMC Onboarding
- Confirm DSP spend eligibility and request AMC access through account team
- Provision AWS account and configure IAM roles for AMC query execution
- Upload first-party data sets following Amazon's schema requirements
- Build initial SQL queries using AMC's measurement framework
- Schedule recurring queries and establish data pipeline to business intelligence tools
- Document data retention policies and query cost management
Third-Party Connector Configuration
- Identify certified integration partners from Amazon Ads partner directory
- Obtain necessary credentials and permissions from both Amazon and partner platforms
- Configure data mapping between Amazon's taxonomy and partner systems
- Establish sync frequency and error handling protocols
- Validate bidirectional data flow where applicable
- Monitor integration health through partner dashboards and Amazon reporting
Data Activation
Audience Synchronization
- Export Amazon Audiences to DSP for retargeting and lookalike modeling
- Sync first-party segments to Amazon via hashed email lists or mobile advertising IDs
- Activate AMC-derived audiences back to Amazon DSP campaigns
- Maintain audience refresh cadence aligned with campaign flight dates
Cross-Platform Reporting
- Consolidate Amazon Attribution data with other marketing analytics platforms
- Build unified dashboards combining Amazon metrics with external channel performance
- Establish naming conventions for consistent campaign tagging across systems
- Schedule automated report distribution to stakeholders
Compliance & Security
Data Governance
- Review Amazon Ads Data Processing Addendum and service terms
- Document data flows for privacy impact assessments
- Implement access controls for AMC query environments
- Maintain audit logs of data uploads and query executions
Partner Vetting
- Verify that integration partners are listed in Amazon's approved vendor directory
- Obtain vendor security questionnaires and compliance certifications
- Establish data processing agreements with third-party connectors
- Schedule periodic reviews of partner access and data usage
Monitoring
- Configure alerts for integration failures or unexpected data volumes
- Track API rate limits and quota consumption
- Monitor tag firing rates and discrepancy thresholds
- Document escalation procedures for integration incidents
Backlog & Opportunities
Expansion Roadmap
- Explore new AMC use cases such as incrementality testing or competitive analysis
- Evaluate emerging Amazon Attribution features for additional channel support
- Test beta integrations with new DSP partners or measurement solutions
- Pilot advanced audience strategies using AMC-derived segments
Optimization Projects
- Automate AMC query scheduling and result processing
- Build custom attribution models blending Amazon and non-Amazon touchpoints
- Develop reusable SQL templates for common AMC analysis patterns
- Create integration health monitoring dashboards