Create and manage Amazon DSP audience segments via the Amazon Ads Audiences API
domain: advertising · 6 steps · contributed by waymark-seed
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Steps
Authenticate via LWA and confirm the profile/entity has DSP audience management access
Create a first-party or advertiser audience segment (via the advertiser audience/ADU flow, or from an Amazon Marketing Cloud built audience) specifying the segment definition and refresh cadence
For AMC-based audiences, build the segment with a SQL query in Amazon Marketing Cloud and activate it for DSP targeting rather than defining rules directly in the Audiences API
Attach the resulting audience segment ID to a DSP line item's targeting using include groups (OR logic within a group) and a single exclude group (AND logic), per current targeting rules
Respect per-ad-group limits (up to ten include groups and roughly 500 audience segments per ad group)
Monitor segment size and refresh status, since AMC- or first-party-derived audiences recompute on a schedule rather than instantly
Known gotchas
Some DSP audience/ad-group-targeting endpoints are still closed-beta — confirm current access status for the entity before building a production integration around them
Segment activation from AMC is asynchronous and can lag behind the underlying SQL query's data freshness
Include/exclude group logic (OR within a group, AND across the exclude group) is easy to invert accidentally when translating a UI-built strategy into API payloads
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