In order to grow their subscription products like Creative Cloud, Adobe needed to utilise Amazon DSP to reach net new to Adobe customers. They wanted to understand how Amazon Ads could drive the Amazon retail business and generate new new subscriptions on adobe.com while optimizing their ad strategy towards efficiency.
The Adobe Audience Manager has been integrated to run DSP display ads excluding Adobe.com subscribers and to identify new audiences. A dashboard has been created that integrates ads data, vendor central data, AMC and rebate data to calculate Total ROAS on ASIN level based on cost price including granted rebates.
The Adobe Audience Manager DSP integration allowed Adobe to not just use Amazon targetings but Adobe’s full customer base for (de)targeting. Reporting-wise, standard Amazon Ads KPIs like ROAS are not taking into consideration organic retail sales and the metrics are based on retail price excluding granted rebates by the vendor.
Adobe is ensuring the incrementality of the Amazon DSP activity and can easily understand through a web-based dashboard the impact and profitability of their advertising. Strategically, the AMC integration enables them to optimize not just the ad channel but the full customer journey.