Question: Which of the following enables third-party providers to accurately perform certain functions, such as counting impressions and clicks?
- Conversion API
- Creative macros
- Server-to-server (S2S) integration
Explanation
Creative macros are placeholders that Amazon DSP replaces with delivery values when an ad is served or clicked. They pass campaign, line item, creative, and placement information to approved third-party systems. This allows external measurement tools to associate events with the correct ad delivery context. They are used in creative and tracking URLs rather than in conversion event ingestion.
Why the other options are incorrect
Conversion API is incorrect because it sends conversion events to Amazon Ads, not creative delivery values to third-party providers.
Server-to-server (S2S) integration is incorrect because it supports approved verification workflows, not macro-based event parameter passing.
Source for verification
https://advertising.amazon.com/API/docs/en-us/guides/dsp/creative-management
https://advertising.amazon.com/resources/ad-policy/approved-3p-ad-servers
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