NeoPerformance at the Developer Summit Amazon Ads 2024: A Collaborative Journey into the Future of Advertising

On May 16th and 17th, 2024, NeoPerformance had the honor of participating in the inaugural Developer Summit Amazon Ads, held in New York City, USA. The event brought together professionals from around the world to explore the latest innovations and tools offered by Amazon Ads.

During the event, Amazon shared the evolution of its API (Application Programming Interface). Compared to giants like Google and Facebook, Amazon entered the advertising market more recently, meaning many aspects still require modifications and updates that are currently underway.

What is the Developer Summit Amazon Ads?

The Developer Summit Amazon Ads is a conference specifically designed for developers, software engineers, and marketing professionals who use Amazon’s advertising solutions. This event serves as a collaborative platform where participants can learn about best practices, new tools, and techniques to optimize the use of Amazon Ads APIs.

During the summit, Amazon prepared a series of technical and interactive sessions. Among the main topics covered were:

Amazon Marketing Cloud (AMC):
Amazon offers an advanced data analytics solution that allows marketers to measure, analyze, and optimize their digital campaigns. The Amazon Marketing Cloud (AMC) integrates data from various sources, including Amazon Advertising, providing a comprehensive view of campaign performance. Using SQL queries, users can create custom reports and gain detailed insights into customer behavior and campaign effectiveness. Additionally, AMC enables the measurement of campaign incrementality, helping marketers understand the additional value generated.

Best Practices in API Utilization:
Effectively and efficiently utilizing APIs requires the adoption of various techniques and methods. Some of the best practices include:

• Complete Documentation: Provide and follow detailed API documentation to ensure developers understand how to use them correctly.
• Authentication and Authorization: Implement robust methods of authentication and authorization to ensure that only authorized users access the APIs.
• Version Management: Use version control to allow different API versions to coexist, facilitating updates and maintenance without interruptions for users.
• Monitoring and Logging: Implement monitoring and logging systems to track API usage, detect issues, and optimize performance.
• Error Handling: Ensure that the API returns clear and useful error messages, helping developers identify and resolve issues quickly.

Demonstration of Amazon Stream:
Amazon Stream is a suite of data streaming services from Amazon Web Services (AWS), such as Amazon Kinesis. These services enable developers to collect, process, and analyze large volumes of data in real time. During the demonstration of Amazon Stream, participants learned how to set up data streams, integrate different data sources, and use analytical tools to extract actionable insights in real time. This includes ingesting clickstream data, financial transactions, server logs, and other sources for continuous and dynamic analysis.

Amazon Ads Report APIs:
Amazon Ads Report APIs allow developers to access detailed data on the performance of advertising campaigns on Amazon. These APIs provide metrics on impressions, clicks, conversions, cost per click (CPC), return on investment (ROI), and more. Developers can use these APIs to automate data collection, integrate reports into their own analytics systems, and generate personalized insights into the effectiveness of marketing campaigns.

Ads with Amazon Artificial Intelligence:
During the event, there were discussions on how artificial intelligence can be applied to the creation and optimization of ads, enhancing efficiency and personalization. Anyone with access to the Amazon Ads console can create customized brand images without needing technical or design skills.

Key Insights from the Event

Amazon introduced significant improvements to the AMC, focusing on providing more robust tools for campaign analysis and optimization. The new features include:

• Multichannel Data Integration: Facilitates the integration of data from different platforms and sources, allowing for a more holistic and accurate view of campaign performance.
• Real-Time Analytics: New capabilities for real-time analytics help marketers quickly respond to changes in consumer behavior and adjust their strategies more agilely.
• Enhanced Incrementality Models: Improvements in incremental analysis models allow for a more precise measurement of the additional impact generated by campaigns.

The event also highlighted updated best practices for using Amazon Ads APIs, such as optimizations that improve the efficiency and speed of API calls. New guidelines were also developed to ensure that the use of the interfaces complies with privacy and data security regulations.

Amazon announced improvements in API documentation and increased availability of technical support for developers. Additionally, company professionals communicated directly with each participant, answering questions, clarifying facts, and advising on the use of Amazon Ads.

The Amazon Ads Report APIs received several important updates, including new options for creating highly customized reports tailored to the specific needs of different campaigns and strategies. Another key point was the enhancement of tools that facilitate the automation of data collection and analysis, allowing advertisers to focus more on strategy and less on technical execution.

Conclusion
Participating in the Developer Summit Amazon Ads 2024 was a highly enriching experience for the NeoPerformance team. The insights we gained about Amazon’s tools and API optimization will enable the implementation of faster and more efficient practices in our projects. All of this prepares us to offer even more innovative and high-performance solutions to our clients. 

With extensive experience in media management, we are ready to deliver efficient and strategic campaigns. Our approach is centered on innovation and the use of the latest technologies, ensuring that our clients receive high-performance services and exceptional results. We are committed to being reliable and strategic partners, helping our clients achieve their business goals effectively and sustainably.