You used both Sponsored Products and Amazon DSP Display to promote the same products during the sametime.You did an analysis in AMC on these two ad types and found the purchase rate was 0.12%when customers are exposed to both ad types,0.10%when customers are exposed to Sponsored Products only, and0.09%when customers are exposed to Amazon DSP Display only.Howcan you interpret these insights to make strategic campaign decisions?

The data clearly shows that the purchase rate is highest (0.12%) when customers are exposed to both Sponsored Products and Amazon DSP Display. This indicates a synergistic effect where using both ad types together drives better performance than either ad type alone (0.10% for Sponsored Products only, 0.09% for DSP only). Therefore, these insights are valuable for strategic decision-making. Increasing investment in both ad types, especially in a coordinated manner, is likely to lead to a higher overall conversion rate and help achieve conversion goals. The difference in purchase rates, while seemingly small in percentage, can translate to significant revenue gains at scale.