An overlap analysis shows that customers exposed to DSP + Sponsored Brands have a 0.13% purchase rate, while those exposed to only Sponsored Brands have a 0.09% purchase rate. What does this indicate?
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Correct answer: Multi-channel exposure improves purchase rates compared to single channels.
Why this is the answer
An overlap analysis compares performance for audiences reached through different media combinations. The higher purchase rate for customers exposed to both channels indicates that combined exposure is associated with stronger conversion behavior. In Amazon Marketing Cloud , this type of analysis helps evaluate cross-channel impact using aggregated event-level signals. The result supports maintaining coordinated media exposure rather than judging each channel in isolation.
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