Audience

Amazon Advertising provides ad solutions to help you find, attract, and engage millions of Amazon customers at every stage of their journey.

Prerequisites

To set up the mParticle integration with Amazon Advertising, use your Amazon Marketplace account credentials. These credentials are the same ones you use to log into the Amazon Seller Central. During the integration activation process in Audience Manager, the integration prompts you to log into your Amazon Advertising account, and once logged in, mParticle automatically retrieves the credentials that it needs to forward audience data to Amazon Advertising.

User Identity Mapping

When forwarding audience data to Amazon Advertising, mParticle will send IDFAs and Google Advertising IDs.

Upload Frequency

The Amazon Advertising Audience Integration uses Bulk Forwarding. Bulk Forwarding means that, instead of uploading updates to an audience in real time, mParticle compiles updates into a queue until either a given amount of time has passed since the last upload, or until a certain amount of data is ready to be sent.

By default, mParticle uploads to Amazon Advertising whenever at least one of the following conditions is met:

• 2 hours have passed since the last update
• Bulk queue size limit is reached

Upload frequency can sometimes be adjusted. Reach out to your mParticle Customer Success Manager if you need to discuss upload frequency.

Digital Markets Act

In response to the Digital Markets Act (DMA), Amazon Ads requires a list of one or more country codes for audiences, referred to as “Data Source Country.” This setting should indicate the countries from which the audience data was collected and must be configured in the mParticle connection settings. If the list includes any in-scope EU country, Amazon will apply the relevant DMA regulations. EU data will require a user consent check and potential restrictions can be applied by Amazon if users choose not to opt in. Audiences without Data Source Country will be presumed to be in scope for DMA by default. If an audience contains data that is both in-scope and out-of-scope of DMA, it will be collectively treated as DMA in-scope. For further details on DMA from Amazon, refer to their policy and public compliance report.

Configuration Settings

Setting Name	Data Type	Default Value	Description
Advertiser ID	string		Your Amazon Advertising account’s Advertising ID
Region	string	North America	The region where the target Amazon Marketplace is located
Marketplace Profile Name	string		The name of the advertiser profile for the target marketplace
Profile Name	string		The name of the Amazon user linked to the Amazon Advertising account

Connection Settings

Setting Name	Data Type	Default Value	Description
Data Source Country	string		A comma separated list of 2 character country codes describing where data in an audience is collected from. Country code is defined in https://en.wikipedia.org/wiki/ISO_3166-1_alpha-2