An athletic brand wants to prove whether their new Amazon DSP campaigns provide additional value beyond their existing Sponsored Products campaigns. Which AMC analysis should they use?
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Correct answer: Overlap analysis comparing exposure groups.
Why this is the answer
Overlap analysis in Amazon Marketing Cloud compares performance across different media exposure groups. It can separate customers exposed to Sponsored Products only, Amazon DSP only, and both channels. This makes it useful for evaluating whether Amazon DSP adds value beyond an existing Sponsored Products strategy. The analysis supports incremental media planning by showing how combined exposure relates to conversion outcomes.
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