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An advertiser who sells products on their own website, but not on Amazon, wants to use Amazon DSP to improve their advertising strategy. Which of the following is the MOST appropriate use of Amazon Ad Tag (AAT) for this advertiser?

• To directly increase sales on the Amazon store
• To track conversions on their website and create relevant audiences for remarketing
• To create audiences for Amazon product listings

Explanation:

The correct answer is **To track conversions on their website and create relevant audiences for remarketing** because the Amazon Ad Tag (AAT) is primarily used by advertisers to track user interactions on their own websites, such as conversions (purchases, sign-ups, etc.), and create audiences based on these behaviors. For an advertiser who sells products on their own website but not on Amazon, the AAT allows them to gather valuable data on customer actions outside of the Amazon platform. This data can then be used to create remarketing audiences, helping the advertiser re-engage users who have shown interest in their products, but have not yet completed a desired action. The other options are not suitable since the advertiser is not selling on Amazon, so they cannot directly increase sales on the Amazon store or create audiences specifically for Amazon product listings.

An advertiser wants to expand their reach using audiences that don’t rely on cookies. Which of the following should they choose that best meets these requirements?

• Similar audiences
• Third-party audiences
• Lookalike audiences

Explanation:

The correct answer is **Similar audiences** because similar audiences are based on characteristics and behaviors that do not rely on cookies for tracking. These audiences are created by analyzing the data from an advertiser’s existing customer base, looking for patterns or similarities in behavior, rather than relying on tracking users via cookies across the web. This approach allows advertisers to expand their reach to new potential customers who exhibit similar behaviors or characteristics to their current audience, without needing to track individual users using cookies. In contrast, third-party audiences and lookalike audiences often rely on cookies for tracking users’ online activities to identify and target individuals, making them less suitable for cookie-free strategies.

An advertiser wants to exclude existing customers from their new-to-brand campaign. Which audience solution allows them to do this most effectively?

• Similar audiences
• ASIN remarketing audiences
• Advertiser audiences

Explanation:

The correct answer is Advertiser audiences because this audience solution allows advertisers to create custom audiences based on their own customer data, which can include information about whether a customer is new or existing. By using Advertiser audiences, the advertiser can specifically exclude existing customers from their new-to-brand campaign, ensuring that the campaign reaches only new potential customers who have not yet interacted with or purchased from the brand. This level of customization is not easily achievable with Similar audiences or ASIN remarketing audiences, as these solutions focus on broader targeting based on behavioral data or past product interactions, but do not offer the same level of control over customer segmentation based on the advertiser’s specific customer lists.

An advertiser selling products in the Amazon store implements Amazon Ad Tag (AAT) on their external website. What is the primary benefit of this strategy?

• Enabling customers to purchase Amazon products directly from the external website
• Creating custom audiences for Amazon Ads campaigns based on external website behavior
• Automatically optimizing product prices on Amazon based on external website traffic data

Explanation:

The correct answer is **Creating custom audiences for Amazon Ads campaigns based on external website behavior** because by implementing the Amazon Ad Tag (AAT) on an external website, the advertiser can track user interactions and behaviors on that website, such as page views, clicks, and other actions. This data is then used to create custom audiences that can be leveraged in Amazon Ads campaigns. These audiences are highly relevant because they are based on actual user behavior, allowing the advertiser to retarget or engage with users who have shown interest in their products but have not yet converted. The other options, such as enabling direct purchases or optimizing product prices, are not directly related to the primary benefit of using AAT, which focuses on audience creation and behavioral tracking for more effective targeting in Amazon Ads campaigns.