Overview

Amazon Ads is a demand-side platform that allows advertisers to programmatically buy display and video ads at scale. Connect Lytics with Amazon Ads to leverage the behavioral scoring, content affinities, and Insights from Lytics to improve your targeting for Amazon ads.

Authorization

If you have not already done so, you will need to set up an Amazon Advertising account before you begin the process described below. Authorizing as an Amazon Advertising user will guide you through an OAuth process to authorize access to ad accounts tied to that particular Amazon Advertising user.

If you are new to creating authorizations in Lytics, see the Authorizations documentation for more information.

Select Amazon Ads from the list of providers.
Select the method for authorization. Note that different methods may support different job types. Amazon DSP supports the following authorization methods depending on your Amazon region:
- Login with Amazon - US
- Login with Amazon - EU
- Login with Amazon - FE
Enter your Amazon DSP login credentials in the login popup.
Enter a Label to identify your authorization.
(Optional) Enter a Description for further context on your authorization.
Complete the configuration steps needed for your authorization. These steps will vary by method.
Click Save Authorization.

Amazon Ads: Export Audience

Send Lytics user profiles to Amazon Ads to reach and connect with your customers.

Integration Details

Implementation Type: Client-side Integrations and Server-side Integration
Implementation Technique: JavaScript Tag Integration, REST API Integration, Audience Trigger Integration
Frequency: Real-time Integration
Resulting data: A Lytics audience is exported to Amazon Ads Audience.

This workflow uses the Amazon Ads API to create an audience in the Amazon Ads platform and uploads the Lytics user profiles for matching.

Once the job is created, the job will:

Create an Amazon ads audience for the configured Lytics audience with name format: lytics_{audience_slug}_{current_timestamp}.
Runs the backfill of the audience (if configured) and adds the users in Amazon ads audience.
For each user entering the audience, it will add them in the queue to add them in the Amazon ads audience.
For each user exiting the audience, it will add them in the queue to remove them from the Amazon ads audience.
The queue will be sent to Amazon ads every minute or when the queue reaches 10,000 users.
The job will run continuously repeating steps (3)-(5).

Fields

The export job gives you an option to send following fields to Amazon Ads:

Lytics User Field (configurable)	Description	Amazon Ads PII Field	Type
email	Email Address	Email	string
first_name	First Name	firstname	string
last_name	Last Name	lastname	string
address	Address	address	string
phone	Phone Number	phone	string
city	City	city	string
postal_code	Postal Code	postal	string
state	State	state	string

Configuration

Follow these steps to set up and configure an export to Amazon DSP from Lytics. If you are new to creating jobs in Lytics, see the Destinations documentation for more information.

Select Amazon DSP from the list of providers.
Select Amazon Ads: Export Audience from the list.
Select the Authorization you would like to use or create a new one.
Enter a Label to identify this job you are creating in Lytics.
(Optional) Enter a Description for further context on your job.
Select the Lytics audience to export.
From the Profile ID input, select the Amazon DSP Profile/region you wish to export to.
In the Advertiser ID text box, enter your Amazon Ads Advertiser ID.
From the Identifier Mappings input, map the value from Lytics field to Amazon Ads PII field. At least one PII field must be mapped. We will hash the field if required according to Amazon's requirements.
From the Country Code input, select the 2 letter country code where the users live. This is used for phone number and address normalization, and is now required by Amazon for Digital Markets Act compliance. For more information, see https://docs.lytics.com/edit/complying-with-the-digital-markets-act-dma
(Optional) Check the Existing Users to immediately send users who currently exist in the selected Lytics audience. Deselecting will only push users as they enter or leave the audience.
Click the Complete button to start the job.

Amazon DSP: Sync Cookies/Email

Send Lytics user profiles to Amazon DSP to reach and connect with your customers.

Integration Details
Fields
Configuration

Integration Details

Implementation Type: Client-side Integrations and Server-side Integration
Implementation Technique: JavaScript Tag Integration, REST API Integration, Audience Trigger Integration
Frequency: Real-time Integration
Resulting data: A Lytics audience is exported to Amazon DSP

This workflow uses the Amazon DSP API to create an audience in the Amazon Ads platform and uploads the Lytics user profiles for matching.

Once the job is created, the job will:

Create an Amazon ads audience for the configured Lytics audience with name format: lytics{audience_slug}{current_timestamp}.

Fields

Configuration

Follow these steps to set up and configure an export job for Amazon DSP in the Lytics platform. If you are new to creating jobs in Lytics, see the Destinations documentation for more information.

Select Amazon DSP from the list of providers.
Select the export job type from the list.
Select the Authorization you would like to use or create a new one.
Enter a Label to identify this job you are creating in Lytics.
(Optional) Enter a Description for further context on your job.
Select the Lytics audience to export.
From the Profile ID input, select the Amazon DSP Profile/region you wish to export to.
(optional) In the Advertiser ID text box, enter your Amazon DSP Advertiser ID.
(optional) From the Match Method input, select select the match method that was used for this audience. Select Cookie for audiences that have been synced via the JSTAG cookie sync, or Hashed Emails for audiences that have been synced via the Upload Hashed Identifers workflow.
(optional) From the Email Field input, select select the field name that contains the user's email. One of either Email Field or Hashed Email Field is required if Match Method is set to Hashed Emails, and should match the field used in the Upload Hashed Identifiers job.
(optional) From the Hashed Email Field input, select select the field name that contains the user's email, SHA 256 hashed. Make sure to trim whitespace from input email addresses and format them lowercase, with no accents or special characters, per the Amazon documentation. One of either Email Field or Hashed Email Field is required if Match Method is set to Hashed Emails, and should match the field used in the Upload Hashed Identifiers job.
(optional) From the Country Codes input, select the 2 letter country codes where users in the audience live. This is used for Digital Markets Act compliance. If no country codes are selected, the users will be assumed to be in-scope for DMA, and match rates will be severely impacted. For mor information, see https://docs.lytics.com/edit/complying-with-the-digital-markets-act-dma
(optional) Select the Existing Users checkbox, to select this to immediately push users who currently exist in the selected Lytics audience. Deselecting will only push users as they leave or enter the audience.
Click the Complete button to start the job.

Amazon DSP: Conversion API Export

Send Lytics user profiles to Amazon DSP Conversion API to improve your ad campaign performance.

Integration Details
Fields
Configuration

Integration Details

Implementation Type:Server-side Integration
Implementation Technique: REST API Integration, Audience Trigger Integration
Frequency: Real-time Integration
Resulting data: A Lytics audience is exported to Amazon DSP conversion api.

This workflow uses the Amazon DSP conversion api to send the Lytics audiences events.

Once the job is created, the job will:

Scan the Lytics audiences. Adds user's pii data like ("EMAIL" "PHONE" "FIRST_NAME" "LAST_NAME" "ADDRESS" "CITY" "STATE" "POSTAL" "MAID" or "RAMP_ID") and other data per configuration in a queue.
The export will run continuously. As users enter or exit the Lytics audiences, they will be added to the queue. The queue will be sent to Amazon every minute or until the queue reaches 100 users, whichever happens first.

Fields

You can send Lytics user fields to Amazon capi api. The job constructs the payload according to the configuration. But below is the sample of payload:

{
    "eventData":
    [
        {
            "conversionDefinitionId": "123456789",
            "countryCode": "US",
            "matchKeys":
            [
                {
                    "type": "STATE",
                    "values":
                    [
                        "7175517a370b5cd2e664e3fd29c4ea9db5ce17058eb9772fe090a5485e49dad6"
                    ]
                },
                {
                    "type": "CITY",
                    "values":
                    [
                        "d8e3ee0e3af6b79059d69fab6d0a5567930fb10cc91f61b16c0ec58412770fea"
                    ]
                },
                {
                    "type": "EMAIL",
                    "values":
                    [
                        "979e0b2b1c9400d6ed429e008ae41c1d6662fc0310e6ebac3e59a73da141cd7a"
                    ]
                },
                {
                    "type": "FIRST_NAME",
                    "values":
                    [
                        "4906fbbadc0e9ef34db9e378da4086c17ddbc0ed76eacfc72870c0b99085e753"
                    ]
                },
                {
                    "type": "LAST_NAME",
                    "values":
                    [
                        "5014438bc08e5a2261c9ab3b5c5b3876d8a9cd67830cdba61862c76e0f0d64cc"
                    ]
                },
                {
                    "type": "POSTAL",
                    "values":
                    [
                        "1da798654fe99888c85d2a6d730909e10bebcf5d640d8d19d27545cf9e4a1d4c"
                    ]
                },
                {
                    "type": "ADDRESS",
                    "values":
                    [
                        "051098eb5e73408f7583204c0ccaef7c885f89c271317cd919bee65980a9a84b"
                    ]
                }
            ],
            "name": "Lytics Audiences",
            "timestamp": "2024-08-05T11:42:09-07:00"
        }
    ],
    "source": "SERVER_TO_SERVER"
}

Configuration

Follow these steps to set up and configure a Amazon DSP capi export job in the Lytics platform. If you are new to creating jobs in Lytics, see the Destinations documentation for more information.

Select Amazon Ads from the list of providers.
Select the export Amazon DSP: Conversion API Export from the list.
Select the Authorization you would like to use or create a new one.
Enter a Label to identify this job you are creating in Lytics.
(Optional) Enter a Description for further context on your job.
Select the Audiences to export to Amazon DSP Conversion API.
From the Profile ID input, select the Amazon DSP Profile/region you wish to export to.
In the Advertiser ID text box, enter/select your Amazon DSP Advertiser ID.
From the Conversion Definition ID input, select the conversion definition you wish to attach these events to.
(Optional) From the Event Source input, select the source for the events. Default is SERVER_TO_SERVER.
(Optional) In the Event Name text box, enter the name for the event. If not provided, the job will send events with name Lytics Audiences.
(Optional) From the Event Timestamp input, select the Lytics user field that contains the timestamp for the event. The timestamp must not be older than 7 days. If left empty, current timestamp will be used.
From the Identifier Mappings input, map the value from Lytics field to Amazon's user identifier parameters. At least one user identifier field must be mapped.
(Optional) From the Country Code input, select the 2 letter country code where the users live. This is used for phone number and address normalization, and is now required by Amazon for Digital Markets Act compliance. For more information, see https://docs.lytics.com/edit/complying-with-the-digital-markets-act-dma. If not provided, US will be used as default.
(Optional) From the Currency Code input, select the three letter currency code in ISO-4217 format. If not provided, USD will be used as default.
(Optional) From the Value input, select the Lytics user field that contains monetary value of the event.
(Optional) From the Client DeDupe ID input, select the Lytics user field that contains the client dedupe ID that will be used for deduplication in Amazon.
(Optional) From the Units Sold input, select the Lytics user field that contains the number of units sold.
Select the Existing Users checkbox to immediately push users who currently exist in the selected Lytics audience. Deselecting will only push users as they enter or leave the audience.
Click the Complete button to start the job.

Amazon Marketing Cloud: Advertiser Data Upload

The Amazon Marketing Cloud export Uploads an audience of users to an Amazon Marketing Cloud dataset. This dataset can then generate insight reports based on your Lytics audience.

Authorization

📘
In addition to the Amazon Ads authorization, to use the Amazon Marketing Cloud: Advertiser Data Upload workflow, you must delegate access to Lytics to your Amazon Marketing Cloud instance S3 bucket. Follow these directions to add the delegated authorization: docs.

Integration Details

Implementation Type: Server-side Integration
Implementation Technique: REST API Integration, File Based Transfer Integration
Frequency: Batch Integration
Resulting data: A DataSet will be created with the selected profile identifiers and fields.

Steps/Pattern:

The AMC Instance is checked to see if the dataset exists. If it does not, a new one is created. If it exists, the columns are validated to contain the selected fields.
The Audience is scanned. For each profile:
a. The identifiers are normalized and hashed.
b. The hashed identifiers and selected fields are written to a CSV file in the AMC instance's upload bucket.
A load job is started in AMC to load the file into the configured dataset.
If the export is configured to Keep Updated, it will wait until the next export cycle, where it will start at step 1.

📘
The export will only send users currently in the audience. As profiles fall out of the audience in Lytics they will be removed from the audience being exported to Amazon.

Fields

The identifier fields (listed below in the table) will match the profiles of Amazon users. You must select at least one identifier. The identifier(s) will be normalized based on the chosen country and hashed before being sent to Amazon. The listed Lytics user fields are the default fields in Lytics. Your account may use different fields for storing identifiers.

Identifiers:

Lytics User Field (configurable)	Description	Amazon Ads PII Field	Type
email	Email Address	EMAIL	string
first_name	First Name	FIRST_NAME	string
last_name	Last Name	LAST_NAME	string
address	Full address, e.g., "123 Main Street"	ADDRESS	string
phone	Phone Number , requires country code prefix. E.g., "1-302-555-1212“	PHONE	string
city	City, e,g., "Denver"	CITY	string
zip	Zip code or postal code. E.g, US: "98103", CA: "M4Y 1R6"	ZIP	string
state	State or Province. E.g. US: Colorado, CA: Ontario	STATE	string

Configuration

Follow these steps to set up and configure an export job for Amazon Marketing Cloud (AMC) in the Lytics platform. If you are new to creating jobs in Lytics, see the Destinations documentation for more information.

Select Amazon Ads from the list of providers.
Select the export Amazon Marketing Cloud: Advertiser Data Upload job type from the list.
Select the Authorization you would like to use or create a new one.
Enter a Label to identify this job you are creating in Lytics.
(Optional) Enter a Description for further context on your job.
Select the Lytics audience to export.
From the Marketing Cloud Account input, select your Amazon Marketing Cloud account.
From the "Marketing Cloud Instance input, select your Amazon Marketing Cloud instance.
(optional) In the DataSet text box, enter or select the DataSet to upload to. If left blank, the audience's slug will be used.
From the Region input, select the AWS region that the S3 bucket resides in (e.g., us-east-2).
In the S3 Bucket Name text box, enter the bucket that you would like to save your files in. You must give Lytics delegated access to the S3 bucket
(optional) In the Directory text box, enter select or enter the directory that you would like to save your files in. The directory suggestions can be slow on large S3 buckets.
In the Filename text box, enter the filename of the upload.
(optional) From the Fields to Export input, select a list of user fields to export.
(optional) From the Timestamp format input, select the format for the timestamp at the end of the filename.
From the Identifiers Mappings input, select map Lytics user fields to Amazon Marketing Cloud identifiers.
From the Country Code input, select the 2-letter country code for users in this audience. All users will be assumed to be from this country. Based on this selection, addresses, phone numbers, and postal codes will be normalized.
(optional) Select the Keep Updated checkbox to run this export continuously.
(optional) From the File Export Frequency input, select how often a continuous export should export a new file. The default is daily.
(optional) Select the time to run a continuous export from the Time of Day input if the frequency is daily or longer.
(optional) From the Timezone input, select the timezone Time of Day is in.
Click the Complete button to start the job.

📘
If using the Address, Phone, or Postal Code identifiers, the audience should contain users from only one country. If you want to export an audience containing profiles from multiple countries, you can create audiences for each country based on the full audience. You can then export multiple audiences to the same AMC dataset.