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Coty aimed to use Amazon Ads, particularly Amazon DSP, to grow their brand presence while reducing ad spending inefficiencies. Competing in the saturated beauty market, Coty needed regular access to key metrics like competitor pricing and stock levels to optimize their campaigns. To devise a custom technological solution and drive implementation, Coty leaned on Profitero+ and Zenith.
To solve these unique challenges, the teams implemented Profitero+ Shelf Intelligent Media activation for DSP – –a custom algorithm for Coty that combined predictive models built on Profitero+ digital shelf information with intelligence from Amazon’s DSP. The technology was built using the Amazon DSP bid modifiers API, available from the Amazon Ads API.
This custom algorithm leverages Profitero+ digital shelf signals, (including Coty's inventory status and price, and competitors' status and price) alongside Amazon-specific signals. Profitero's custom adjustments were made daily across all geographies.
In just three weeks, Coty saw a 45% increase in total digital purchase view rate (DPVR), 28% increase in ROAS, 8% increase in NTB sales, and 36% increase in NTB return on advertising spend (ROAS).
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