Case Study: Prime Day DSP Share Jump
As a journalist who still marks up media plans by hand, I keep returning to one point — DSP’s share of Amazon Ads investment rose from 17.9% to 25.5%.
For context, see Wikipedia: Amazon (company).
I am less interested in keynote poetry than in the levers a brand can actually toggle before Friday’s budget meeting.
- Write the hypothesis first
- Capture baselines before launch
- Separate correlation from causality
| Signal | Detail |
|---|---|
| Metric | Before → After / Signal |
| Shopping share | 22.1% → 28.4% |
| DSP Prime Day | 17.9% → 25.5% |
| Title recognition | ~33% knew Ted Lasso source |
In practice, I ask teams to write the refusal list first: which automated edits are unacceptable, which placements are off-limits, and which metrics will kill the test. Without that list, every platform “enhancement” becomes a quiet rewrite of the brief.
Source: Skai. Numbers and product claims above come from that reporting; interpretation is mine.