There's Beauty in Insights
How Coty raised ROAS by 28% with Profitero's Shelf Intelligent Media and Amazon Ads Bid Modifiers API

Challenge
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.
Solution
To solve these unique challenges, the teams implemented Profitero’s Shelf Intelligent Media activation solution for DSP––a custom algorithm for Coty that combined predictive models built on Profitero’s 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's 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.
Results in just 3 weeks:
+45%
total digital purchase view rate (DPVR) increase
+28%
ROAS increase
+8%
NTB sales increase
+36%
NTB return on advertising spend (ROAS) increase
"Shelf intelligent Media gives us an exciting opportunity to leverage in-market signals to optimize retail media. Activiations have ranged from the simplicity of pausing media when our brand products are out of stock, to complex bidding strategies based on competitor product information at the ASIN level. With the recent addition of DSP, this allows for an added layer of sophistication and efficiency."

Peter Vasilakos
VP, Commerce Strategy
Zenith