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Merkle unveils solution for Amazon

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Columbia-based Merkle announced the launch of an automated bidding solution for Amazon Sponsored Brand Ads. Leveraging its API integration with Amazon, the proprietary technology enables effective bid management at scale, in order to calculate and apply bids.

The bid technology allows for precise, data-driven decisions, as well as the ability to update bids up to 48 times per day, enabling marketers to fully capitalize on all available revenue opportunities. Using clients’ KPIs as the primary input in its bidding algorithm, Merkle uses machine learning to calculate a base bid and then employs insights from its analytic experts to enhance strategy and adjust bids according to signals from multiple platforms.

Clients have seen a sales-per-click increase of 18 percent, with additional results showing a 47 percent increase in click-through rate and a 62 percent decrease in advertising cost of sales since transitioning Sponsored Brand bidding to Merkle’s technology.

“Before this integration, efficiently bidding on these ad units required building numerous custom processes, because Amazon itself hasn’t provided bulk editing capabilities until recently,” said Todd Bowman, senior director of Amazon and eRetail at Merkle. “With this new bid technology, as Amazon media becomes more competitive, our teams can focus more on analyzing performance to identify new opportunities and take advantage of them more proactively on behalf of our clients, while also scaling the program effectively.”