Question: A non-endemic advertiser wants to exclude existing customers from their new-to-brand campaign. Which audience solution allows them to do this most effectively?
- Advertiser audiences
- ASIN remarketing audiences
- Similar audiences
Explanation
Advertiser audiences allow non-endemic advertisers to use first-party customer data for activation or suppression in Amazon DSP. This is the most effective way to exclude known customers from a new-to-brand strategy. Suppression helps reserve campaign delivery for potential new customers instead of existing ones. The audience source is advertiser-owned, so it fits brands that may not rely on Amazon retail purchase signals.
Why the other options are incorrect
ASIN remarketing audiences is incorrect because non-endemic advertisers may not have Amazon store ASIN purchase signals to use for customer suppression.
Similar audiences is incorrect because they expand reach to people resembling a seed audience rather than excluding known customers.
Source for verification
https://advertising.amazon.com/blog/advertiser-audiences
https://advertising.amazon.com/solutions/products/amazon-dsp
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