A customer purchases a product from your brand that is not a tracked ASIN for your campaign. The purchase will be counted as a brand halo purchase, allowing you to understand the overall lift in brand-wide conversions from your campaign.

This statement is True. Amazon DSP campaigns are designed to measure not only direct conversions on advertised products (tracked ASINs) but also the broader impact on a brand's sales. A "brand halo" purchase occurs when a customer buys any product from your brand, even if it's not one of the specific ASINs being directly advertised in the campaign. This metric is crucial for understanding the overall effectiveness and incremental lift generated by your DSP efforts, as it accounts for the brand-building and discovery effects that lead to purchases of other products within your catalog. Without tracking brand halo, the true value of a DSP campaign would be underestimated.