Overview

This guide details how programmatic traders can activate Endemic campaigns (brands selling directly on Amazon) across TripleLift inventory using Amazon DSP (ADSP). It covers setup for:

1. Responsive eCommerce (REC)
2. Native Asset Based Creatives (ABC)
3. Brand Store Creatives (BSC)
4. Standard Display
5. Video

Direct links are available in the Amazon Advertising Help Center.

1. Product Decision Framework (Product Tree - Endemic)

Endemic advertisers promote products listed directly on Amazon (ASINs). The table below outlines format routing based on destination and ad experience:

2. Creative Specifications

Desktop Display Specifications

Mobile Display Specifications

3. ADSP Seat Mapping & Deal Setup

TripleLift syncs custom deals directly to your ADSP entity via API connection, avoiding manual build steps in ADSP's Inventory Hub.

Obtaining Your Spend Tracking ID / Deal Creation ID

1. In ADSP, go to the Administration section.
2. Select Account Access & Settings.
3. Under Products, click Amazon DSP.
4. Scroll down to the SSP Seat IDs table.
5. Locate TripleLift and copy the Spend Tracking ID / Deal Creation ID.
6. Send this ID to your TripleLift Partner Manager so custom deal IDs automatically push to your ADSP entity.

4. Order Setup & ASIN Settings

1. Navigate to Campaign Manager > Create Order.
2. ASIN Configuration: Apply target ASINs at the Order level so ADSP tracks retail conversion metrics (DPVR, Purchases, ROAS). Tip: Include all ASINs intended for REC creatives (up to 20 per creative) plus halo ASINs.
3. Bidding Priority: Set to "Prioritize spending full budget, while maximizing performance".
4. Budget Management: Do NOT auto-allocate spend across line items if dedicated deal/publisher budgets exist.

Brand+ and Performance+ Campaigns

• Dedicate Orders or line items specifically to TripleLift inventory to give ADSP maximum optimization room.
• Exclude Deal line items from auto-optimization and assign fixed manual budgets.
• Use 1-to-1 advertiser direct deals so TripleLift can perform publisher-side optimizations.
• Provide site-level performance reports (DPVR, CPA, ROAS) to your TripleLift rep to block poor-performing sites on the SSP side.

5. Line Item Creation & Targeting Rules

1. In your Order, click New Line Item and choose Display (for Native/Display) or Video.
2. Delivery: Select Mobile Web + Mobile App (do not choose Mobile App only).
3. Product Category: Select the specific sub-category for your product. Do not select the parent category, as broader categories trigger publisher blocklists.
4. Supply Source Setup:
   1. Open Exchange: Deselect all exchanges, then check TRIPLELIFT only.
   2. Deals / Private Marketplace: Deselect default third-party exchanges and select your assigned TripleLift Deal ID or Inventory Group.
5. Geo-Targeting: Target via IP Address (leave "Real-Time Location" unchecked).
6. Device Type: Select Desktop, Mobile Web, or Desktop + Mobile Web.

Critical Incompatibility Warning

6. Creative Workflows

6A. Native REC & Display REC Workflow

1. Go to Creatives > Create Creative > Select Component-based creative.
2. Set Click-through to "Products on Amazon" and Ad experiences to "Responsive e-commerce".
3. Assign up to 20 product ASINs per creative.
4. Placements & Inventory Selection:
   1. For Native REC: Check "Allow delivery on third-party native inventory".
   2. For Display REC: Check "Allow delivery on display inventory". Under Display Ad Sizes, select Use responsive or specify standard sizes.

Best Practice - Creative Splitting: Create separate REC creatives named specifically for Native vs. Display (e.g., REC_Native_TripleLift vs. REC_Display_Standard). Assigning them separately allows precise reporting and budget control across native vs. standard display supply.

6B. Native Asset Based Creative (ABC) Workflow

1. Navigate to Creatives > Create Creative > Component-based creative.
2. Set Click-through to Other Website and enter destination URL.
3. Under Placements, verify Third-party native inventory is selected (keep default responsive sizing).
4. Enter Component Fields:
   1. Brand Name: Max 25 characters
   2. Headline: Max 50 characters
   3. Body Text (Optional): Max 200 characters
   4. CTA: Select from dropdown list
   5. Logo (Optional): 400 x 400 px min (under 1MB)
   6. Images (JPEG/PNG under 5MB):
      1. Square 1:1 (1200x1200px rec)
      2. Tall 9:16 (900x1600px rec)
      3. Wide 1.91:1 (1200x628px rec).
5. Add 1x1 impression tracking pixels in Third-Party Impression URL (must start with https://).

6C. Brand Store Creative (BSC) Workflow

1. Navigate to Creatives > Create Creative > Component-based creative.
2. Set Click-through to Brand Store.
3. Enter Store Page URL formatted as: https://www.amazon.com/stores/page/{pageId}.
4. Verify Third-party native inventory is selected.
5. Fill in Brand Name (25 char max), Headline (50 char max), Body Text (200 char max), custom images, logo, and 1x1 impression pixels.

6D. Standard Display & Video Workflows

• Standard Display: Select Display creative > Upload image files or 3rd-party display ad tags.
• Video: Select Video creative > Upload Amazon-served MP4 files or 3rd-party VAST tags for online video (OLV) and streaming TV.

Creative Audit Rule: Creatives are moderated within 24 hours only if assigned to an active line item with a future end date.

7. Reporting & Optimization

Pull an Inventory Dimension Report in ADSP Report Center with the following parameters:

• Time Unit & Date Range: Daily | Campaign All-Time
• Breakdowns: Day, Format, Line Item, Supply Source, Domain, Creative Name
• Endemic Performance Metrics: Impressions, Clicks, Spend, Detailed Page Views (DPV), Total DPV, Detailed Page View Rate (DPVR), Sales, Total Sales, ROAS, Total ROAS, Add to Cart, Purchases, New-to-Brand / Brand Halo Metrics, and AAT Pixel Events.

8. Troubleshooting & Scale Resolution