Create activation targets and activate your Data 360 segments to Amazon Ads for targeted advertising. This integration supports activating your segments to Amazon Demand Side Platform (DSP) and Amazon Marketing Cloud (AMC).
- Available with add-on license: Ad Audiences
Data Type
- Structured
Data Direction
The direction of available connection methods.
Data Out
Create a connection to activate data to external platforms.
Supported connection method(s):
- Incremental
- Direct API
After the initial setup and segment activation, Amazon's Ads API activates new and updated user records incrementally. This connection also supports a full refresh option to reload all information.
Restrictions and Requirements
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Amazon DSP Requirement: When authenticating, select an Amazon DSP account. If you have an AMC instance linked to your Amazon DSP account, you can select it during setup to manage AMC audiences. You can't activate your audiences from Data 360 to AMC without activating them to an Amazon DSP account.
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Minimum Match Count: Amazon requires a minimum of 2000 matched active users in an audience before you can use the audience for ad targeting. See Manage your Amazon Marketing Cloud audiences.
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Audience Time to Live (TTL): Amazon implements a 13-month TTL. If the records in your audience segment aren't updated every 13 months, the system flags them as inactive and deletes them automatically. See Amazon's Metadata API documentation.
note: To prevent audience expiration, use the Full Refresh option before the TTL expires. You can also refresh at more frequent intervals to keep your records current.
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Country Code Requirement: All activated profiles must include a country code. Amazon rejects any profile missing a country code.
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Consent Signals for UK and EEA: Profiles with country codes in the UK or European Economic Area (EEA) must include a valid consent signal. Amazon rejects UK and EEA profiles that are missing required consent signals. See Consent Management in AMC.
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Consent Signal Priority: When multiple consent signal types are present in a profile, Amazon uses the IAB TCF or IAB GPP consent string over Amazon consent signals.
Attribute Keys and Encryption
Here are the attributes that you can activate to Amazon DSP, along with related details. See Dataset Schema Definitions.
| Attribute Display Name | Description | Suggested DMO Mapping | Data Type | Data Ingestion Format | Encryption State for Activation | Optional or Required |
|---|---|---|---|---|---|---|
| hashed_email | Email address of the user | ContactPointEmail > EmailAddress | String | Standard Email | Encrypted with SHA256 | Required |
| CountryCode | Country where consent was granted | String | ISO 3166-1 alpha-2 (for example, US, GB, DE) | None | Required | |
| hashed_phone | Phone number of the user | ContactPointPhone > FormattedE164PhoneNumber | String | ISO E164 | Encrypted with SHA256 | Optional |
| amzn_ad_storage | Amazon Consent Signal for storing and accessing advertising data | String | String (1=Granted, 0=Denied) | None | Optional (Required for UK and EEA. See Note) | |
| amzn_user_data | Amazon Consent Signal for using user data in advertising | String | String (1=Granted, 0=Denied) | None | Optional (Required for UK and EEA. See Note) | |
| tcf | IAB Transparency and Consent Framework (TCF) consent string | String | IAB TCF v2.x format | None | Optional (Required for UK and EEA. See Note) | |
| gpp | IAB Global Privacy Platform (GPP) consent string | String | IAB GPP format | None | Optional (Required for UK and EEA. See Note) |
- The Data Ingestion Format specifies the required format for ingesting the attribute into Data 360.
- The Encryption State for Activation shows the state and type of encryption applied to each attribute in Data 360.
note: For profiles with UK or EEA country codes, provide at least one of these consent signal groups:
- Both amzn_ad_storage and amzn_user_data Amazon consent signals
- An IAB TCF consent string
- An IAB GPP consent string
If multiple types are present, Amazon prioritizes IAB TCF or GPP over Amazon consent signals. Record the amzn_ad_storage and amzn_user_data values as 1 or 0 in text format. Amazon treats any other value as not granted.