Equifax Case Study: Utilizing predictive audience segments that capitalise on Amazon's first-party shopping data signals

Prior to the move, there were 3 main challenges: Amazon were reporting on their Pixel conversions, but they wanted to track conversions to their end to ensure attribution to Amazon DSP is correct as they were running ads with other partners at the same time. Limited creativity was possible with the managed service setup, prompting the need for a more customised solution. With only 5 sets of tags displaying only audience data combined, there was insufficient granularity for effective optimization. Main goals: Expansion to all Amazon DSP targeting options to reduce CPA and be more targeted. Automated Integration of 3P Conversion Data for Reporting and Optimizations without duplication to other advertising. Increase of 3P Tracking Granularity to Line Item Level for accuracy. Amerge View live reporting incl. 1P DSP data and 3P Client Conversion data. Reinterpreting Equifax Audiences in the Language of Amazon DSP Audiences.