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Amazon DSP reported display metrics to fall 63% from January 2027

Amazon DSP reported display ad impressions will fall by 63% from January 2027 as measurement norms change. For you, the reported figure must be distinguished from a comparable decline in ad delivery.

Amazon DSP reported display metrics to fall 63% from January 2027

Key takeaways

  • Reported Amazon DSP display ad impressions are set to decline by 63% starting January 2027.
  • The change is attributed to revised measurement norms.
  • The reported decline alone does not indicate an equivalent reduction in campaign delivery or performance.

Context

The announcement introduces a new measurement baseline for Amazon DSP display reporting. For you, historical comparisons and forecasts need to distinguish changes in reported impressions from changes in actual ad delivery.

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