Amazon Ads 如何在不收走广告主控制权的前提下简化程序化广告投放
How Amazon Ads Plans To Make Programmatic Simple Without Taking Control From Marketers
- 1Amazon Ads 将广告控制台与 DSP 合并为新 AI 广告平台，最少四次点击即可启动程序化投放
- 2亚马逊官方 beta 测试中，用 Amazon Ads Agent 扩量的广告主 CPM 低 18%、CPA 低 16%、投放提升 65%
- 3MacLean 称认证图谱连接 90% 的美国家庭，AI 可基于真实购买信号而非代理指标做优化
- 4平台定位是让不熟悉程序化的广告主也能用 DSP，广告主负责目标与选择，AI 负责执行
亚马逊以自有购买数据为底牌降低程序化投放门槛，实质是把更多中小广告主引向自家 DSP 并抬高数据壁垒。
- 影响：中小广告主试水程序化的操作和学习成本下降；现有效果数字出自亚马逊自家 beta，迁移预算前要自行验证；投放执行自动化后，差异竞争会转向素材与测量能力。
- 参考：可考虑在小额预算上对比新平台与现有 DSP 的 CPM 和 CPA；值得盘点投放团队花在人工定向与调优上的工时；先弄清自家客群与亚马逊购买图谱的重合度。
- 依据：CPM 低 18%、CPA 低 16%、投放提升 65% 均为亚马逊官方 beta 数据，暂无独立验证；90% 美国家庭覆盖亦为官方口径。
Monday, October 19th, 2026 – 8:05 am
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Amazon Ads VP Kelly MacLean on how AI helps marketers connect the dots across the customer journey, with lower costs and better delivery in early tests.
Programmatic was supposed to make buying ads easier. For plenty of marketers, though, it made things more complicated. Amazon Ads thinks AI can finally close that gap.
On this episode of “Inside the Stack,” AdExchanger Editor-in-Chief Allison Schiff speaks with Kelly MacLean, VP of science, engineering and product at Amazon Ads, about the announcements that came out of Amazon unBoxed in September.
MacLean unpacks Amazon’s new AI-powered ad platform, which combines its ad console and DSP so advertisers can launch a programmatic campaign in as few as four clicks. She also explains what the marketer’s job looks like when AI handles the mechanics.
“The advertiser is owning the why and the what,” she says, “and then AI can help drive the how.”
Amazon Ads wants advertisers of every size to be able to use its DSP, not just those who already know programmatic. MacLean calls it “programmatic for everyone.”
That is a nice sentiment, but the proof is in the performance.
In beta tests, advertisers using Amazon Ads Agent to scale AI-driven campaigns saw 18% lower CPMs, 16% lower CPAs and a 65% improvement in delivery. “Those aren’t theoretical projections,” MacLean says. “Those are real live campaigns, budgets and measurable outcomes.”
MacLean gives credit to Amazon’s authenticated graph, which connects 90% of US households and allows AI to optimize against real purchase signals instead of proxies.
Access to real purchase data matters, MacLean says, because the consumer journey is never linear. A streaming TV impression might spark consideration, a display ad might reinforce it and an audio spot might close the sale. But a human managing four or five separate campaigns can’t necessarily make those connections.
Amazon’s edge comes from being able to see the whole journey, she says. “We want to make it easier for marketers to connect the dots wherever that’s happening,” MacLean says.
Also in this episode: How advertisers can move from simple campaigns to advanced settings as their trust in AI grows, why creative becomes a differentiator when execution is automated and why measurement is what MacLean calls the “validation layer” for AI-driven advertising.
来源：AdExchanger · adexchanger.com