A fitness brand discovered through overlap analysis that only 15% of customers saw both their sponsored ads and programmatic campaigns, but those customers had significantly higher purchase rates. What does this insight reveal about their advertising strategy?

Overlap analysis in Amazon Marketing Cloud shows how exposure combinations relate to purchase behavior. A small shared audience with a higher purchase rate indicates that combined exposure is associated with stronger outcomes. This suggests Amazon DSP or programmatic media may be adding value to sponsored ads rather than simply reaching the same customers. The insight supports coordinated cross-channel planning instead of reducing media based only on overlap percentage.