The Sizmek Ad Suite many marketers have used for years was officially renamed Amazon Ad Server in March 2023. Amazon acquired Sizmek Ad Server and Sizmek Dynamic Creative Optimization (DCO) in May 2019 after Sizmek filed for bankruptcy, at which time they were still the second largest ad server in the world, only outsized by Google.
Amazon Ad Server is designed to enhance advertiser control, and provide a centralized resource for the full cross-channel insights necessary for holistic campaign optimization that makes the most of every impression opportunity. Customers maintain ownership of their ad campaign data, and gain access to Amazon’s dedicated customer service team for support when needed.
What is an ad server?
An ad server is the technology that places advertisements on websites while also tracking and customizing those ads. The Amazon Ad Server creates, distributes, customizes, measures, and optimizes your campaigns across different publishers and platforms from a convenient centralized location.
Beyond simply ‘serving ads,’ ad servers determine which ad is best to serve in which location considering a combination of factors, including your audience segments and campaign budget and timeline.
With all of your creative and delivery parameters in this centralized space, the ad server automatically determines when to show which ad and where, saving you time while efficiently improving ad quality and breadth of placements. It also makes shorter work of making updates or changes to your campaign, as well as providing comprehensive, easily digestible, cross-channel reporting.
Benefits of Amazon Ad Server
When Amazon acquired Sizmek in 2019, Marketing Dive crowned the acquisition as the “Disruption of the Year” in their annual Dive Awards, noting that “the deal strengthens an Amazon offer that had already put a dent in Google’s search dominance.” The recent shift shows that Amazon is increasingly looking to be a true challenger for Google with a full advertising ecosystem.
Amazon aims to capture the measurement of all digital media, including media from advertisers who aren’t running all of their media on Amazon. Amazon Ad Server’s ad tagging software can be applied to Amazon products like Amazon Search and Amazon Marketing Cloud, but can also go beyond Amazon to track sources including social media and Google.
The recent rebrand from Sizmek Ad Suite to Amazon Ad Server offers new visuals and a unified user experience, signaling the investment Amazon is making to capture all digital media budgets.
As shared by Amazon:
“An important link in the Amazon Ad tech stack, Amazon Ad Server can help power dynamic creative optimization using Amazon Audiences, which also inform campaign performance and ad delivery insights through Amazon Marketing Cloud (AMC). By bringing Amazon Ad Server’s breadth of cross-media analytics into AMC, users can achieve advanced insights about their audiences and sales to help optimize their Amazon DSP campaign strategy.”
Features and Functions of Amazon Ad Server
Amazon Ad Server is packed with an array of useful features and functionalities, including:
- Multiple options for creative authoring
- Easy-to-use campaign management and data visualization tools
- Advanced Dynamic Creative Optimization (DCO) capabilities
- Multichannel ad serving and tag management
- Amazon Attribution integration (for advertisers in the US, Canada, UK, France, Italy, Germany, and Spain)
- Media Rating Council-accredited measurement
Please see Amazon’s announcement for more details and information.
Want to learn more about advertising and selling on Amazon? Explore our recently updated, comprehensive guide on Amazon DSP and reach out today to learn how Tinuiti can take your Amazon operations and advertising to the next level!