PROGRAMMATIC ADVERTISING ADOPTION AT AMAZON INDIA

Abstract

This paper investigates Amazon India's strategic adoption and use of programmatic advertising, as well as the influence of this approach on campaign efficacy, efficiency, and targeting precision. Programmatic advertising automates the acquisition and optimization of digital ad space by leveraging data-driven segmentation, real-time tendering, and AI-powered decision algorithms. The paper looks at Amazon India's use of demand-side platforms, sponsored listings, display adverts, and retail media networks. Furthermore, it looks into how customer information, browsing habits, and previous purchases might be used to target specific audiences across several platforms. The paper investigates how automation lowers human intervention, improves personalization, and improves measurability by using digital advertising frameworks and other case studies to assess return on ad spend (ROAS), conversions, and attribution. The results show that implementing programmatic advertising accelerates campaign expansion, improves budget allocation efficiency, and strengthens connections with advertisers. However, it poses issues of algorithmic bias, ad fraud, privacy, and transparency. According to the paper, Amazon India is a leading retail media ecosystem capable of providing both marketing efficacy and consumer relevance when combined with ethical data standards and continual improvement. This is due to programmatic advertising.