Amazon Reclaims Top Spot For DSP In Latest Advertiser Perceptions Report

 DSP use among ad buyers seems to flip every half year between The Trade Desk, Google DV 360 and Amazon Advertising.

But bolstered by the last few months’ ecommerce surge, Amazon has reclaimed the top spot, after having slipped behind Google and The Trade Desk earlier this year – based on the Q4 2020 Advertiser Perceptions DSP report.

The data is based on a survey of 326 brand marketers and agency buyers, split about evenly between the two, with at least $1 million in annual digital ad spend.

Twenty-seven percent of respondents told the market research firm that Amazon was their preferred DSP, followed by Google and The Trade Desk. Forty-six percent of respondents said they used Amazon’s DSP in the past 12 months, followed by Google at 43% and The Trade Desk at 37%.

Amazon had been third in Q1 2020, but has clearly benefited from consumers’ shift to ecommerce and streaming TV during the COVID-19 pandemic. The online retail giant reported a record Q3 in October that was driven in part by a 51% increase in advertising revenue buoyed by the surge in ecommerce and CTV.

“I totally think that the pandemic has benefited Amazon,” said Kevin Mannion, chief strategy officer at Advertiser Perceptions. “Everything in our study for the last year told us that Google was moving back into a No. 1 spot as a DSP, and they did actually in the last wave.”

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