The Amazon DSP (ADSP) is the central tool for mapping a holistic full-funnel strategy – from initial brand awareness all the way to targeted conversion. However, its full potential only unfolds when you combine your campaigns with your own customer data (first-party data). Current market analyses show that 71% of marketers already prioritize first-party data. The reason: 57% of marketers trust the signals of conventional programmatic solutions less and less, relying instead on reliable, proprietary data sources (Source: Amazon Ads internal data). This is where the Ads Data Manager (ADM) comes in. It is a standalone offering that simplifies managing your first-party data across the entire Amazon Ads ecosystem. Because the fact is: teams today often still spend up to half their working time purely on manually preparing this data (Source: Amazon Ads internal data).
Planning: first-party data as the foundation for your ADSP strategy
Successful end-to-end planning in the ADSP requires that you use your data strategically across the entire funnel. Instead of relying on uncertain external signals, you use your own data. This lets you achieve:
breaking down data silos
Bring web analytics, CRM data, and mobile signals together directly in your ad formats.
reducing wasted impressions
Precisely identify relevant audiences and exclude unsuitable segments.
holistic scoping
Define use cases for the entire funnel – from new customer acquisition to cross- and up-selling.
The Ads Data Manager (ADM) serves as the interface through which you securely transfer your data in order to then activate it in the ADSP.
Your first-party data
- CRM data
- Social & email signals
- Behavioural & sales data
- Website traffic
Ads Data Manager (ADM)
- Pseudonymisation
- SHA-256-Hashing
- GDPR-compliant processing
ADSP & AMC
- Suppression, remarketing, lookalikes
- Conversion attribution, journey analysis, incremental uplift
Full-funnel management: integrated execution instead of isolated campaigns
With the ADSP, we manage the entire marketing funnel in a clean, coordinated way. Instead of running isolated individual measures, all formats work together, with your first-party data serving as fuel at every stage:
Awareness
Use of streaming TV and video ads to increase reach within the relevant audience.
Consideration
High-quality display ads based on lookalikes of your top customers (from the CRM), to increase brand consideration.
Conversion
Targeted retargeting and conversion campaigns for users who already show a high purchase probability – complemented by intelligent exclusion (suppression) of existing buyers, to use budget efficiently.
This approach ensures that users aren't repeatedly flooded with the same messages, but instead experience a consistent customer journey across all touchpoints.
Measurement: performance tracking via the Amazon Marketing Cloud (AMC)
An end-to-end strategy also includes analysis after the ads have run. To precisely evaluate the success of your ADSP campaigns, you use the Amazon Marketing Cloud (AMC). Through the data transfer from the ADM into the AMC, the following becomes possible:
- Conversion attribution: Link your offline sales or D2C events directly to your ADSP ads to measure the true value of your campaigns.
- Detailed analyses: Examine the entire path to conversion across Amazon media and your own channels using custom queries.
Needs analysis
Identifying first-party data sources (website, CRM database, CDP) and data types (demographics, loyalty).
Use case definition
Selecting the business use cases for first-party data (new customer acquisition, cross-selling / up-selling).
1P data collection & segmentation
Collecting first-party data across all relevant technical interfaces (tags, CDP, hashed onboarding via ADM).
Activation
Launching the media campaign in the ADSP, using first-party data as the basis for audiences and conversion monitoring.
Measurement & scaling
Assessing the data impact against standard activation. Scaling successful use cases for lasting growth.
Business impact: from technical setup to strategic advantage
Implementing a first-party data strategy via the ADM is not an end in itself – it pays directly into your business growth. The added value can be broken down into three core areas:
Operational efficiency
You gain back valuable time, since the laborious manual data preparation is eliminated. The motto: less focus on the technology, more time for the actual first-party data strategy.
Optimized performance metrics
Activating your customer data in the ADSP leads to a measurable increase in campaign performance. Based on internal analyses, this can increase conversion rate by +27% and customer satisfaction by +23%. At the same time, acquisition costs fall by an average of -18%, as wasted impressions are minimized through precise targeting and intelligent exclusions (suppression) (Source: Amazon Ads internal data).
Central control
You create a standardized workflow for all stakeholders (brands, agencies, tool providers) and retain full visibility over your data usage at all times.
In summary: efficiently using your first-party data via the Ads Data Manager is today the decisive lever for unlocking the full potential of the ADSP across the full funnel. With this strategy, you turn your CRM data into a measurable market advantage for sustainable growth.
FAQ – frequently asked questions about the ADSP strategy
No. While AWS can form the technical basis in the background, the ADM provides an intuitive user interface for direct data upload or connecting to CRM systems, without requiring manual AWS configuration on your part.
You can use a wide range of first-party signals, including web and mobile analytics, CRM data, email campaigns, as well as sales and behavioral data.
Security is a priority. The ADM is a protected environment with user-level access controls and uses end-to-end encryption as well as hashing methods, so you retain full control over your data.