Question: 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
- Advertiser audiences
- Third-party audiences
Explanation
This choice supports reach expansion by using Amazon Ads AI technology and proprietary signals to identify consumers with similar shopping, streaming, or browsing behaviors. It is designed for prospecting beyond the selected audience while maintaining targeting precision. In Amazon DSP, activation is handled at the line item level through the Reach similar audiences control. This approach supports addressability without depending on third-party cookies or ad identifiers.
Why the other options are incorrect
Advertiser audiences are built from advertiser-supplied or advertiser-owned audience inputs, so they do not best match cookie-free reach expansion by modeled similarity.
Third-party audiences rely on external audience providers, which makes them less aligned with Amazon’s signal-based approach to addressability.
Source for verification
https://advertising.amazon.com/resources/whats-new/amazon-dsp-launches-similar-audiences
https://advertising.amazon.com/library/guides/addressable-advertising
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