Overview

This comprehensive guide details how self-service traders can successfully configure, activate, and optimize TripleLift inventory within Amazon DSP (ADSP) for non-endemic advertisers across:

1. Native
2. Standard Display
3. Video formats

Direct links and support resources are available in the Amazon Advertising Help Center.

1. Product Decision Framework (Product Tree)

To select the correct workflow and setup path in ADSP, first determine whether the advertiser sells products directly on Amazon (Endemic) or drives traffic to an external website (Non-Endemic):

Note on Native Asset Based Creative (ABC): ABCs dynamically adjust formatting across TripleLift native publisher placements and drive users directly to external advertiser URLs across deal and open exchange inventory globally.

2. Creative Specifications

Desktop Display Specifications

Mobile Display Specifications

3. ADSP Seat Mapping & Custom Deal Setup

TripleLift custom deals are pushed directly to your ADSP entity via API, eliminating the need to build deals manually in ADSP's Inventory Hub. Follow these steps to obtain and share your seat mapping details:

How to Obtain Your Spend Tracking / Deal Creation ID

1. In your ADSP entity, navigate to the Administration section.
2. Click Account Access & Settings.
3. Under the Products section, select Amazon DSP.
4. Scroll down to the SSP Seat IDs table.
5. Locate the TripleLift row and copy the Spend Tracking ID and Deal Creation ID (these two IDs are identical).
6. Share this ID with your TripleLift Partner Manager prior to campaign activation so custom deals sync directly to your seat.

4. Amazon Ad Tag (AAT) Configuration

The Amazon Ad Tag allows off-Amazon conversion attribution, remarketing audience generation, and event logging.

Step 1: Create the Tag

1. Go to Campaign Manager and select your advertiser.
2. Click Events Manager in the left navigation panel.
3. Click Create Tag, accept the Terms & Conditions, and view the generated tag code.

Note: Only 1 tag can be created per advertiser entity.

Step 2: Install Base Code & Event Code

• Base Code: Paste the advertiser-specific base code (JavaScript or IMG tag) into the header template of your website, directly above the closing </head> tag across every page.
• Event & Attribute Code: Install event snippets (e.g., Add To Cart, Purchase value) directly above the base code on specific action pages where conversion tracking is required.

5. Order Level Creation & Best Practices

1. Navigate to Campaign Manager and click Create Order.
2. Conversion Tracking Settings: Select relevant off-Amazon conversion events sourced from your Amazon Advertising Tag (AAT) or Conversions API.
3. Bidding Priority: Select "Prioritize spending full budget, while maximizing performance".
4. Budget Management: Do NOT auto-allocate spend across line items if specific budgets are allocated per deal or publisher.

Brand+ and Performance+ Campaigns

If utilizing Brand+ or Performance+ optimization capabilities:

• Ensure the Order targets TripleLift inventory strictly using Run-of-Network (RON) to maximize scale.
• Exclude Deal line items from auto-optimization and assign dedicated line-item budgets.
• Utilize advertiser direct 1-to-1 deals to enable side optimization by TripleLift.
• Share site-level performance reports from ADSP Report Center (CPA, Sales) so TripleLift can block non-performing domains on the SSP side.

6. Line Item Creation & Targeting Rules

General Line Item Setup Steps

1. In your Order, click New Line Item and select Display as the type.
2. Under Delivery, select both Mobile Web + Mobile App (do not select Mobile App only).
3. Product Category: Select the specific product sub-category that best classifies the offer. Avoid parent categories as they may trigger broad publisher blocklists.
4. Supply Source Configuration:
   1. Open Exchange: Deselect all exchanges by default, then select TRIPLELIFT only.
   2. Deals / Private Marketplace: Deselect default third-party exchanges and select your specific TripleLift Deal ID or Inventory Group.
5. Geo-Targeting: Target locations using IP Address. Do not check the "Real-Time Location" box.
6. Device Type: Select Desktop, Mobile Web, or Desktop + Mobile Web.

Bidding & Floor Rules

• Input Base Bid and Max Bid matching negotiated deal terms. (TripleLift floor prices for custom deals are set at $1.00 or higher).
• If no Max Bid is entered, ADSP auto-optimizes CPM based on budget and target performance.

Critical Incompatibility Warnings

7. Creative Workflows

A. Native Asset Based Creative (ABC) Workflow

1. Navigate to Creatives > Create Creative > Select Component-based creative.
2. Set Destination:
   1. For Asset Based Creative: Select Other Website and enter the external destination URL.
   2. For Brand Store Creative: Select Brand Store.
3. Under Placements, verify Third-party native inventory is selected.
4. Fill in Component Fields:
   1. Brand Name: Max 25 characters (including spaces)
   2. Headline: Max 50 characters (including spaces)
   3. Body Text (Optional): Max 200 characters (including spaces)
   4. Call to Action (CTA): Select from standard dropdown list (e.g., "Learn More")
   5. Logo (Optional): Min 400 x 400 px (JPEG/PNG under 1MB)
   6. Images (Required Ratios, JPEG/PNG under 5MB):
      1. Square (1:1): 1200 x 1200 px recommended (600 x 600 px min)
      2. Tall (9:16): 900 x 1600 px recommended (338 x 600 px min)
      3. Wide (1.91:1): 1200 x 628 px recommended (600 x 314 px min)
5. Tracking: Input 1x1 impression tracking pixels in the Third-Party Impression URL field (must begin with https://). Up to 5 URLs accepted.
6. Audit & Approval: Click Save. Creatives are audited within 24 hours only if assigned to an active line item with a future end date.

B. Standard Display Workflow

1. Navigate to Creatives > Create Creative > Select Display creative.
2. Select upload method:

• Standard Display: Upload static/HTML images optimized for desktop and mobile banner dimensions.
• Third-Party-Served Display: Paste third-party ad tags to serve creatives via external ad servers.

C. Video Workflow

1. Navigate to Creatives > Create Creative > Select Video creative.
2. Select video type:

• Standard Video: Upload Amazon-served video assets targeting online video (OLV) and streaming TV.
• Third-Party-Served Video: Paste VAST/3P tags to serve video via external ad servers.

8. Reporting & Optimization

To analyze campaign performance across TripleLift supply vs. other channels, generate an Inventory Dimension Report in ADSP Report Center using the following configuration:

• Time Unit: Daily
• Date Range: Campaign All-Time (or max DSP lookback window)
• Breakdowns: Day, Format, Line Item, Supply Source, Domain, Creative Name
• Key Metrics: Impressions, Clicks, Spend, Pixel Events/Conversions, Off-Amazon Conversion Metrics (View-through and Click-through Conversions)

9. Troubleshooting & Scale Resolution