DSP measured on
incrementality, not reach.
On-platform programmatic for retargeting, conquest, and new-to-brand reach. Run as the closer the search layer feeds, with spend judged on blended return and incremental revenue.
The scope, in plain terms.
MEASURED: ROAS · NTB % · frequency · incremental revenue
Sequenced retargeting
Display served only to audiences the search layers warmed: glance-viewers, subscribe-and-save lapses, and competitor-ASIN viewers.
Conquest & category
Targeted placement against competitor and category audiences where the math supports buying the click.
New-to-brand growth
Top-of-funnel reach measured by NTB orders and downstream organic lift, not impressions delivered.
Incrementality testing
Hold-out and pause tests to prove the spend added revenue rather than re-buying orders that would have closed.
Creative governance
A small, controlled creative set tied to listing health, refreshed on performance, not on a content calendar.
AMC-informed audiences
Path analysis used to find where Display actually drove conversions, then budget routed to those audiences.
A cadence, not a campaign.
Audit
Review DSP and the search layer it should support, scored in 7 days.
Sequence
Build audience ladders fed by Sponsored layers, capped to protect efficiency.
Prove
Run incrementality tests before scaling any audience past 20% of budget.
Scale
Route budget to audiences clearing blended-return targets, weekly.
Straight answers.
Is DSP worth it under $1M ARR?
Usually not. DSP needs warmed audiences and margin room to fund a learning window. Below roughly $1M Amazon ARR the search layer is the better place to spend.
How is DSP different from Sponsored Display?
Sponsored Display sits in the ad console; DSP is the programmatic platform with broader inventory, deeper audience controls, and AMC measurement. We run both, sequenced.
How do you prove DSP actually worked?
Hold-out and pause tests against total units, not ad-attributed units, so you see real incremental revenue rather than retargeting taking credit for organic.