Independent Amazon DSP Consulting

Stop optimizing for the wrong signal.

I spent over a decade inside Amazon Ads. Now I work independently with a small number of brands across streaming TV, online video, and display, and the job is always the same: cut the waste, reach the customers you are not already reaching, and use AMC to prove what is actually working. These strategies have been pressure-tested with some of the most sophisticated advertisers in the Amazon ecosystem and beyond.

Let's talk See the approach
A decade+ inside Amazon Ads AMC certified No agency, no kickbacks
Selective by design

A deliberately small roster of category-leading brands. A handful of clients at a time, so every account gets senior attention from start to finish.

Health & wellness CPG Personal care Consumer electronics

Don't high-five people at checkout. Drive them to the store.

ROAS is easy to flatter. A program can post a strong number while paying to reach people who were already going to buy. I would rather spend the budget finding the customers who would not have.

The Approach

The True Demand Stack

My framework starts with a simple idea: before adding spend, understand where the current spend goes and who it actually reaches.

01
Inventory quality and waste reduction
Most DSP programs quietly serve ads on inventory that would not pass a manual review. I run a domain-level audit of where the impressions actually go, flag bad actors such as mobile game apps and content farms, then build blocklists and clean up the supply path so the program starts from a better foundation. Streaming has its own version of the problem, where long-tail FAST and app channels are sold at premium rates.
STV & OLV supplyDomain-level auditingBlocklist developmentPMP & Comscore deals
02
Frequency management
Overexposure is one of the most underdiagnosed problems in DSP. A frequency cap that looks fine can hide users seen 25+ times, wasting 30 to 40% of impressions. I use AMC to find each campaign's saturation point, then set weekly caps that hold exposure at the level where it still drives behavior. Streaming makes this harder, because a single household can absorb the same spot across STV, video, and display without any one campaign cap registering it.
Cross-channel frequencyOptimal frequency analysisWeekly cap controls
03
AMC audience building and measurement
I handle audience building and measurement in AMC, from new-to-brand and path-to-purchase analysis to frequency and overlap reads, so that decisions follow real downstream behavior rather than the attribution window. The newly free paid data sets, FSI and Amazon Retail Purchases, add retail signals and five-year lookbacks that surface insight at the CMO level rather than just campaign metrics.
NTB & path-to-purchaseBrand lift & reachAudience buildingRetail purchase signals
A note on ROAS
ROAS is a useful number, but it is an easy one to flatter. The cheapest way to raise it is to buy more of the audience that already intended to purchase, which is why a program can post a strong return while the business underneath it stays flat. Every part of this framework is built to separate the demand you created from the demand you simply took credit for.
See the full approach →
Track Record
Current clients
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While at Amazon Ads
Sports ResearchSports Research Dude WipesDude Wipes
Free Tool

See where the waste is hiding.

This is the inventory auditor I use on client accounts, running live below on sample data. Upload your own DSP report and it will score your real inventory in seconds. Nothing leaves your browser.

Live tool, showing sample data. Try it with your own report.
01

Drop in your DSP report

Run a Site & App or Inventory report in Amazon DSP and upload it straight from the export (.xlsx or .csv), or paste the rows below. Include a purchases column if you can, since it sharpens every score.

Curious where your DSP budget is actually going?

A short conversation is usually enough to spot whether there is meaningful waste worth recovering.

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