Why Marketing Attribution Misses Amazon DSP Impact

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Why Marketing Attribution Misses Amazon DSP Impact

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In this episode, Lucas and Luna dive into a blind spot many e-commerce marketers miss: how Amazon's demand-side platform (DSP) interacts with standard marketing attribution models. They unpack why last-click and multi-touch attribution often undervalue Amazon DSP's role in driving conversions, using a real example from a mid-size CPG brand that saw a 30 percent lift in total sales when they accounted for DSP-influenced paths. The hosts explore data silos, view-through vs. click-through attribution, and practical steps to measure true incrementality. Tune in to learn how to stop underestimating Amazon's ad ecosystem in your reporting. #MarketingAttribution #AmazonDSP #EcommerceMarketing #MarketingOperations #CPGMarketing #DigitalAdvertising #Incrementality #DataSilos #ViewThroughAttribution #ClickThroughAttribution #MarketingAnalytics #MidSizeBrands #AdvertisingStrategy #Martech #MarketingROI #BusinessPodcast #FexingoBusiness #TheMarketingOperator Keep every episode free: buymeacoffee.com/fexingo

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