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Amazon Advertisers on High Alert During Prime Day
The second day of Amazon Prime Day is well underway, and many marketers are actively running ads to promote deals. But this year, advertisers are taking extra precautions when it comes to tracking campaign performance.
Several Amazon-focused ad agencies told Business Insider that they’re preparing for possible contingencies to avoid ad spend woes in case the e-commerce giant misreports metrics.
Since late last year, advertisers have faced problems with Amazon misreporting their ad spend, resulting in either exceeding daily budgets too quickly or underspending and missing out on sales, especially during high-traffic periods, like Black Friday.
🦺 Safeguarding Ad Spend
To address this, advertising companies including Momentum Commerce and Envision Horizons have developed tools that take screenshots of Amazon’s ad console during Prime Day to monitor clients’ ad spend. The screenshots Envision Horizon takes show data about the amount advertisers are spending and the time of day the ads run, which can be shown to customer service reps if there are reporting errors.
Other advertisers have decided to avoid relying on data from Amazon’s ad console altogether. Instead, they use data from Amazon Marketing Stream, a product that pushes advertising data to Amazon Web Services accounts every hour.
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