Amazon DSP adds Adelaide pre-bid attention targeting for buyers

What's happening

On June 10, 2026 attention-measurement firm Adelaide made its AU pre-bid segments available inside Amazon DSP. Programmatic buyers can now apply Adelaide's attention-quality signal at the point of activation, before any spend is committed, rather than as a post-campaign measurement layer. AdExchanger and ppc.land both covered the launch the same day.

Practically, this slots Adelaide's AU scores into the same line-item targeting flow buyers already use for viewability, brand safety, and supply-path filters. For Amazon-focused brands and agencies running DSP for awareness, reach, or new-to-brand, attention quality just became a real bidding lever instead of a slide in a post-flight readout.

Why it matters for Amazon brands

Awareness and upper-funnel DSP campaigns have always had a measurement problem on Amazon. Reach and frequency tell a half story, and post-click attribution rewards the bottom of the funnel where Sponsored Ads already dominate. A pre-bid attention layer lets buyers screen out low-attention supply before the impression is paid for, which compresses the gap between reach metrics and downstream Sponsored Brands or detail-page activity.

The integration also matters for Brand+ buyers running Amazon DSP off the Amazon estate. Open-internet inventory has the widest attention-quality spread of any supply Amazon sells, and pre-bid filtering is the cleanest way to enforce a floor without dropping reach to zero. Brand managers tracking day-to-day performance across DSP-supported ASINs can isolate whether attention-filtered line items translate into higher detail-page glance views and new-to-brand units in the first two weeks.

What you should do now

1. 1.

   Identify two DSP line items to A/B before Prime Day

   Pick one awareness line item and one consideration line item that already have a clean two-week baseline. Clone them, apply Adelaide AU pre-bid segments to the clones, and split budget evenly. Two weeks is enough signal for reach and detail-page glance views without contaminating Prime Day.

2. 2.

   Pair the test with downstream ASIN tracking

   Attention quality is upstream. The signal that matters is what happens to glance views, sessions, and new-to-brand units on the ASINs supported by those line items. Track winners and losers at the SKU level so the lift gets attributed correctly when the agency reports it.

3. 3.

   Ask the agency to share the Adelaide segment fee separately

   Third-party data segments carry a CPM uplift on top of media. Make sure the test budget covers the segment fee and that fee shows up as its own line in the next campaign report. Without that split the test will read as a CPM regression even when attention-adjusted reach improves.

How Nova helps

Nova surfaces sessions, glance-view proxies, BSR on your own ASINs, and revenue at the SKU level so the downstream effect of an upper-funnel test reads as a daily series rather than a flight summary. Coverage spans the 21 Amazon marketplaces Nova supports, with product-level ad spend blended into the same Seller Cockpit view brand and agency teams already use for weekly planning.