DSP&AMC Feature Release Note

2025.9.23 Update

AMC Hub

• Audience Model adds text search: The Audience Label list adds a "Text Searcher" tool, supporting exact/fuzzy matching with four match types (contains, equals, does not contain, not equal to).
• Audience Creation usability: The audience creation date picker adds quick options for Last 60/90/180/365 days and removes "Today".
• New-to-brand Purchase Analysis (NTB):
  • Added "Custom Model Memory" which remembers filter, chart, and table configurations.
  • Added STV as a new ad type; supports filtering, charts, tables, and downloads under the "By ad type" dimension.
  • On the ASIN Conversion & Ad Attribution page, the pie chart now shows details broken down by ASIN/ad when hovering on "Others", with support for scrolling.
• CLV (Customer Lifetime Value):
  • Clarified AMC privacy filter prompt: when "Data Accumulation" is off and a cell is 0, a hover note explains that metrics are suppressed to 0 if <100 purchasing users (not actually zero or missing). When "Data Accumulation" is on, cells with 0 are specially marked.
  • Added a "5-year data custom model (Amazon 5-year Retail Purchases)":
    • When selected, hides ad configuration and account configuration sections; adds Quarterly and Yearly options for time granularity.
    • Availability is controlled by whether the instance subscribes to ARP (Amazon Retail Purchases) paid data; if not, this option is disabled.
    • Time range: In Immediate mode, up to the past 1820 days (excluding today). In Rolling mode, added presets for the last 730/1095/1460/1820 days.
• Multi-Touch Attribution (MTA): Standardized the display order of ad types in predefined models to DSP → SP → SB → SD; updated ad account color coding per design.
• Overlap Analysis:
  • Added new metrics (Total Cost, CPP, NTB CPP, ROAS, etc.), effective for newly created models only.
  • Updated the metric label to "All-Ads Spend on Reached UV".
• Cross-Product Association: The downloaded table now includes Brand and Product Title columns (consistent with the interface).
• Tables and cards unified: Optimized default column widths for all model tables, and updated all model card styles to the latest version.
• Prebuilt Model Management:
  • Hovering on list items now shows failure reasons (same as for custom models).
  • When a custom model has reached the ad node limit (Reach/Path: 20; Overlap/MTA: 10), the Add button is hidden.
  • Standardized the entry button label to Prebuilt Model Management.
  • Adjusted the default time range on entry to "Past 12 months (excluding current month)".
• Terminology and copy: Unified the time picker range label to Report Period.

2025.9.16 Update

AI Managed Group

• The AI Managed Group goal is now recommended based on historical data, and it supports one-click application on the list page.
• Added a toggle in the targeting harvest action space: Allow Xnurta AI to enable Reach Similar Audience.
• Added functionality to refine the action space by ad campaign for targeting optimization of Frequency, Viewability, and Inventory, with one-click batch operations.
• In Bid Optimization, added a tooltip explaining the optimization logic.
• Optimized the AI status icon logic on the AI Managed Group list page: now, even if the AI switch is on for a group, if none of its campaigns are in Delivering status, the AI status is considered off.

2025.8.12 Update

AMC Hub

• New paid dataset & audience creation (Amazon Retail Purchases, ARP):
  • In Instance Paid Data, added Amazon Retail Purchases (ARP), providing ASIN-level purchase events up to 5 years.
  • In Audience Creation, added a base audience Audience with 5-year Purchase Event, with support for setting a threshold by number or user percentile (Top/Bottom); ASIN or Parent ASIN can be selected.
• Customer Lifetime Value (CLV) model upgrade:
  • Replaced predefined/custom queries: removed the restriction "must be exposed in the current month to count the purchase".
  • Overview added a layered display by cumulative purchase count and a Time Node toggle (All Time / specified month). When a month is selected, the x-axis expands from First Purchase → that month → subsequent months. Card metrics are selectable, the ROAS trend line can be toggled, and exports include the selected metrics.
• Reach Analysis model revamp:
  • Custom model: default card metrics are adjusted to Reach UV Users, Click-throughs UV, Total Cost, CPM (Reach), CPC. The original "New Reach/Click" metrics are hidden by default; chart metrics remain unchanged.
  • Predefined model: time picker style changed to a fixed 6-month range (with option to select trailing data month).
• Cross-Product Association optimizations: Increased the ASIN limit to 50 and added a multi-line search component. Supports batch exact search for ASINs (one per line), and the search box placeholder text is updated.
• Time to Conversion – new tab: Added a New-to-brand purchase → repeat purchase tab. Both custom and predefined models pull new data for this tab; historical query results remain unchanged and the new tab is hidden by default.
• Audience Labels & Geographic custom options unified: Ad scope selection changed to single-select: All ads (for queries not limited to specific campaigns) or By campaigns/orders (same as the original selector).
• MTA predefined model attribution window update: Amazon DSP: impression 14 days; Sponsored Display: click/impression 14 days; Sponsored Products: click 7 days; Sponsored Brands: click 14 days. (Historical models keep their original settings.)
• Overlap Analysis: The Venn diagram now shows the current metric name on hover (e.g., "Group UV").
• Path to Conversion expansion: Added optional metrics; models created before this update do not display the new metrics.
• Custom model style unification: The custom model page style for the first 10 models is updated to match the latest design used for the 11th model (front-end style change).
• AMC Audience prebuilt templates enhancements:
  • Added new templates: Added-to-wishlist audience, Similar purchased products audience, Similar add-to-cart audience, Potential repurchase audience (Ready to repurchase, marked "New").
  • Changed the first condition of Potential add-to-cart audience to "> 0".
  • Added a Hot tag to the DPV audience template.
• Audience Creation detail page prompts & template naming optimizations:
  • Renamed templates: Brand search audience → DSP Brand search Audience; Related search term audience → Sponsored ads search term audience.
  • When the event is a keyword search or brand search, added indicators SA-Only Data and DSP-Only Data in filters and display.

2025.7.22 Update

Campaign Management

• Ad groups now support contextual keyword targeting, and ad groups also support bulk operations.
• Added a search feature for metrics.

2025.7.15 Update

AMC Hub

• Added a Prebuilt Model Management page to backtrack/rerun past model data.
• The NTB model’s Ad Attribution page now includes traffic-related metrics.
• Increased the maximum number of ad nodes in custom Path to Conversion models to 20.

Campaign Management

• Added more report metrics; see the attachment DSP-Report Metric for the full metrics list.DSP- Report Metric
• When extending campaign flights (including ad groups of type Standard Display, Amazon Mobile Display, AAP - Mobile app), a new budget allocation method is added: allocate incremental budget based on each ad group’s spend proportion in the last 30 days.
• Once a Bonus Order has started, editing its flight is disabled.

2025.7.1 Update

Ad Management

• Associated Creatives list – edit weight: In the associated creatives list, you can edit the creative weight.
  • In Detailed view, directly change the weight value for an associated creative.
  • In Detailed view, selecting multiple associated creatives allows batch changing of the weight setting method and weight values.
• Bulk modify creative weight: In campaign, ad group, and associated creatives lists, added a bulk Creative Weight modification feature:
  • In campaign and ad group lists, selecting the bulk operation Creative Weight will change the weight of all currently associated creatives under those campaigns/groups at once.
  • In the associated creatives Summary view, selecting multiple associated creatives allows changing the weight of all creatives currently associated under their respective ad group at once.
  • Ad groups with identical sets of associated creatives are grouped together for weight changes.

2025.6.24 Update

AMC Hub

• Audience Creation: Added a "User Percentage %" threshold in audience filters, allowing quick selection of top/bottom percentile of users by impressions, clicks, and conversions.
• Audience Creation: The list now includes Audience ID (supports exact search). All system-generated audience names are prefixed with "AMC "; the prefix is removed when an audience is copied.
• Model Gallery: For failed custom models, clicking into the model now displays the failure reason on the page.
• Model Gallery: Added a Save current settings button in custom models to remember filter and chart configurations with one click.
• Multi-Touch Attribution: Added target metrics Sales (purchase volume) and New-to-brand Sales.
• Search Term Analysis: Optimized the associated purchase report display; added a Search Term column, Total Purchase Rate UV, and ATV metrics.
• Search Term Analysis: The keyword search box now supports four match types (equals, contains, not equal to, does not contain), allowing exclusion of keywords. The store filter now also shows country flags for marketplaces.
• Cross-Product Association: The predefined model time picker is upgraded to a Start Month – End Month range, and by default shows data for the last three months.
• Audience Label Analysis: Upgraded audience info matching logic to align by the audience’s marketplace, fixing mismatches in multi-country instances.
• System UI: Unified the style of model and audience lists. The status column now shows failure reasons on hover, and a Query Type is displayed.

2025.6.17 Update

AMC Hub

• New model launch – New-to-brand Analysis: (New NTB analysis model) This model supports FSI data.
  • Within the model, you can directly view new vs. returning customer sales and their proportions for each ASIN across the ad accounts linked to the instance.
  • Allows viewing ad-attributed sales for each ASIN by ad type or by campaign, also broken down by new vs. returning customers.
  • Note: In this version, the ad attribution page does not yet include traffic metrics (Total Cost, Impressions, Clicks) or related metrics (ROAS, CPC, CPP, etc.). These will be available on 2025/07/08.

Ad Management

• Expanded bulk audience operations in the Ad Group list, adding:
  • Add audience group
  • Include relationship group – add audience label
  • Exclude relationship group – add audience label
  • Delete audience label
  • Remove all excluded audience groups
• Removed support for creating, copying, or editing the end time of the old Video ad group type; Streaming TV and Online Video are not affected.

2025.5.27 Update

Ad Management

• In the Logs section, added operation records related to targets, creatives, and audiences within ad groups.
• The Logs section now supports downloading log records (up to 10,000 entries at a time).

2025.5.20 Update

AI Data Overview

• Added a new AI Data Overview section to track metrics such as AI activation rate per advertiser, Managed Group pacing, goal achievement rate, etc., and to quickly view log adjustments for all Managed Groups across various action spaces.
• Added Audience and Inventory action space detail pages, based on Audience & Inventory reports, to quickly analyze AI optimization results.

AI Managed Group

• Added an action space allowing the setting of target audience types for campaign-level targeted harvesting.

2025.4.29 Update

Smart Creation

• Now supports all marketplaces (currently in beta rollout): NA: BR, CA, MX, US EU: AE, DE, ES, FR, IN, IT, NL, SA, SE, TR, UK FE: AU, JP

2025.4.1 Update

Ad Management

• Added a Logs section, including operation records for campaigns, ad groups, and associated creatives.
• Support changing an order’s existing flights, including budget, start time, and end time; also support adding flight segments during idle periods. If the time between upcoming flights is not continuous, a new flight can be added in the gap.
• Bulk add scheduling: added custom options including Auto-extend ad group and Auto budget allocation.

AI Managed Group

• Added support for time-segmented bidding.

2025.2.25 Update

Ad Management

• Added support for domain targeting.
• Added support for location targeting settings.
• Optimized category search behavior in line item settings: if the search result is a top-level category, all sub-categories are displayed.

AI Managed Group

• Beta Test: Added an AI Managed Group detail page to view data of campaigns in the group and the adjustment records for the group itself.
• Beta Test: Added an AI Logs page to view the specific instructions issued by AI and the corresponding reasons.
• Added a new action space for adjusting creative weight.
• The managed group secondary goal can now be chosen to optimize based on the campaign Goal KPI.

2025.1.21 Update

• In associated creatives (detailed view), added a Weight field.
• Support extending orders and line items that expired within 180 days.
• In the bulk edit/duplicate/create drawer, a line item’s end time is now linked to its order’s flight. (If the order’s latest end time changes, all line items under that order in the current window update their end times accordingly.)
• In the bulk edit/duplicate/create drawer for orders, optimized the scheduling interaction (supports extending line items at the same time and added automatic budget allocation for new flights).
• In line item audience targeting settings, added Audience – Reach Similar Audience.

2025.1.7 Update

• Added language targeting.
• The tracking ASIN list now shows already-added items with sorting, and filters for featured / non-featured.
• Added toggle buttons to switch between Summary and Detailed view in the associated creatives list.
• In the associated creatives detailed view, added display of disapproval reasons.
• Creative list now supports editing creative names directly.
• Optimized list page loading speed.
• Smart Creation now supports updating flights for expired drafts upon creation.
• Fixed a bug with extending flights: the last segment of a campaign that expired 4 days ago was still displayed but not counted in cap calculations (when auto-calculating cap).
• Fixed a bug where batch replacing tracking ASINs failed, resulting in an empty ASIN field.
• In DSP Reporting multi-account analysis, changed the redirect to go to the Ad Management interface.

2024.12.30 Update

AI Managed Group

• DSP AI Managed Group now supports all marketplaces: NA: BR, CA, MX, US EU: AE, DE, ES, FR, IN, IT, NL, SA, SE, TR, UK FE: AU, JP
• Added traffic-driving metrics (CTR, Cost per Branded Search, CPDPV) as primary AI goals with recommendations.
• The Create AI Managed Group page now supports recommending primary goals.
• AI targeted harvesting now supports recommending contextual audiences.
• Added an instruction that only modifies campaign budget caps.
• Added an action space to limit the per-adjustment value for Line Item Budget changes.
• Merged the DSP AI Managed Group page with the new SA Managed Group page.

2024.12.10 Update

Ad Management

• Allowed retry or deletion of campaigns and ad groups that failed to create.
• In audience targeting, only one excluded audience group is allowed.
• Bulk product changes support add only or remove only modes.
• Bulk campaign extensions now show summary data and support auto budget allocation for ad groups.
• Deals now show all available deal inventory.
• Ad groups now support viewing Persona Builder.

2024.12.3 Update

Optimizations:

• Supported bulk creation and copying of campaigns and ad groups.
• Increased the maximum number of promoted products per campaign to 2000.
• Supported bulk extension of expired campaigns and ad groups.
• Added campaign bulk operations: bulk toggle Auto-optimization, bulk edit.
• Added ad group bulk operations: bulk toggle Auto-optimization, bulk edit, bulk replace contextual targeting.
• Supported creating and editing new ad group types: Streaming TV, Online Video.
• No longer support creating ad group types Standard Display, AAP - Mobile app, Amazon Mobile Display; existing groups of these types can no longer be extended.

2024.11 Update

• Fixed an issue where supply sources in Xnurta were not syncing with Amazon (now 3P and Amazon supply sources stay consistent with Amazon’s latest sources).
• When copying an ad group, location targeting is now copied as well; the new line item will have the same location targets as the original. (Note: The Xnurta UI does not yet support editing or displaying location targets, but they are created on the backend. Front-end UI support is expected by end of December.)
• Video player size targeting is no longer required; leaving it unselected is equivalent to "any" on the backend.
• Fixed a JP locale port issue where after copying, the port would not be incorrectly selected.

2024.09 Update

Ad Management

• Added a new Products section with detailed and summary data reports.
• Integrated Persona Builder API to add a customer persona drawer.
• Added a Delivery rate metric.
• Adjusted for daylight savings time changes.
• Added bulk operations: modify frequency cap settings, modify ad group budgets, modify ad group budget caps.
• When copying an order and choosing to copy line items, the new order’s budget no longer needs to exceed the old one. After copying, the new line items will evenly split the new order’s budget (if a line item has manual budget allocation, it will split equally).
• Fixed an issue where creating/editing/bulk operations for audience targeting failed to sync to Amazon.
• Fixed an issue where adding ASINs (including variants) only retrieved 20 variants; now supports up to 1000 (including adding tracking ASINs to orders and adding product audiences).
• Fixed an issue where editing through Xnurta would remove location targets.
• Optimized numeric input components: fields like bid and budget no longer change when scrolling the mouse wheel.

AI Managed Group

• Added DSP AI targeting optimization action space.
• Added DSP AI bidding optimization action space.

2024.08 Update

• Added an Audience section that supports audience creation and addition.
• Enhanced creative bulk operations and added the ability to bulk unbind creatives.
• Adapted to support the Legacy Responsive eCommerce creative type.
• Added upload validation for Standard Display creatives.
• Supported searching by ID (campaigns, ad groups, creatives, audiences).

2024.07 Update

DSP Ad Management

• Supported all marketplaces: NA: BR, CA, MX, US EU: AE, DE, ES, FR, IN, IT, NL, SA, SE, TR, UK FE: AU, JP
• Supported Display-type Line Items (creation, editing, creative binding, etc.).
• Added bulk audience replacement for ad groups.
• Feature Optimizations:
  • Campaigns and ad groups can now have a start time as early as the current day.
  • Supported search by ID (campaigns, ad groups, creatives).
  • Supported opening pages in a new tab via right-click.
  • After creating or editing a campaign/ad group/creative, the tab auto-refreshes.
  • Ad groups support bulk changing of traffic sources.
  • Legacy REC creative compatibility: creatives created before 2023-03-31 are no longer supported for binding or editing.
  • Updated creative bulk operations to support unbinding multiple creatives at once.

2024.06 Update

DSP Tag Management

• DSP Tag Management was refactored to support automated tag groups.

DSP Ad Management

• In campaigns, ad groups, and creative library sections, added a summary view by auto-tags for data viewing and management.
• Campaigns and ad groups support more bulk operations.
• Campaigns support bulk enable/pause.
• Campaigns support bulk copy, with an option to simultaneously copy ad groups and their creatives, and bulk modify settings of copied campaigns.
• Campaigns support bulk replace tracking products.
• Ad groups support bulk enable/pause and bulk settings modifications (start time, end time, base bid, max bid, viewability).
• Ad groups support bulk copy, with an option to simultaneously copy bound creatives, and bulk modify settings of copied groups. Groups can be copied within the same campaign or to another specified campaign.
• Creative Library section now includes data charts and common components.
• Added support for creating, copying, editing, and previewing Video creatives (including Online Video and Streaming TV).
• Released on 2024/06/12.

Iteration Plan

• Features coming in June:
  • Bulk change ad group audiences, bulk change ad group traffic sources.
  • Generate preset auto-tags – launched.

2024.04 Update

DSP Ad Management

• Campaign list: supports bulk adding flights.
• Ad group list: supports bulk adding and removing creatives.
• Associated Creatives list: supports bulk adding creatives to target ad groups.
• Creative Library page: supports bulk creating, copying, editing, binding, and refreshing multiple creatives.
• Creative creation page: supports bulk setting for multiple options (Display and Component creatives) and one-click duplication.

Iteration Plan

• Gradually rolling out in May–June:
  • Generate automated tags based on settings, and view performance aggregated by tag.
  • Support creating additional creative types and viewing creative data reports.
  • Add more common bulk operations and copying features.
• Released on 2024/04/18.

2024.03 Update

DSP Ad Management

• Order tab: supports creating and editing Orders.
• Line item tab: supports creating and editing Line items, and associating creatives.
• Associated Creatives: manage associations between Creatives and Line items. Shows all Creatives linked to Line items; you can edit which Line items each Creative is associated with.
• Creative Hub:
  • List: displays basic Creative info (approval status, thumbnail, name, type, dimensions, etc.).
  • Creative preview interface.
  • Actions:
    • Bulk create Creatives (Standard Display, Responsive eCommerce).
    • Manage Creatives (edit, bind to Line item, copy Creative, refresh approval status).
• Released on 2024/03/28.

AMC Hub

• Reconfigured new model permission settings to ensure that after switching to the new model, internal DSP clients can only use preset models.
• Adapted for SA Only Instance: Amazon began testing SA Only AMC Instances; accordingly, models and features that cannot be used on SA Only Instances are now disabled.
• Optimized the default time selection after entering a preset model: it now defaults to the latest month with complete AMC data.
• Released on 2024/03/21.

AMC Hub

• Launched a new model for precise Customer Lifetime Value evaluation (CLV model).
• Released on 2024/03/07.

2024.02 Update

DSP AI Managed Group

• Smart Creation now includes AI goal setting.
• Smart Creation is updated to the Managed Group list view.
• Added a Managed Group detail page.
• Released on 2024/02/01.

2024.01 Update

AMC Hub

DSP Smart Creation

• Schedule settings in DSP Smart Creation added a Bulk set budget cap option.
• Released on 2024/01/11.

DSP Smart Creation

• Optimized the audience UI; added more audience types and recommendations.
• In schedule settings (edit view), added a bulk apply feature.
• In ASIN Group, added recommended related products.

AMC Hub

• AMC Hub new model – Multi-Touch Attribution.
• Released on 2024/01/04.

2023.12 Update

AMC Hub

• AMC now supports authorization management operations (see AMC Instance Authorization Management Guide for details).
• Support authorizing AMC instances.
• Support updating AMC instances for authorized accounts.
• Entry points: Add AMC Instance, Update AMC Instance.
• Released on 2023/12/28.

2023.11 Update

DSP Smart Creation

• Integrated the Smart Creation entry into DSP, and added DSP ad type selection.
• Product Group Management: after a product group is created, Xnurta recommends competitor products based on the products in the group. Users can choose to add from the recommended list to their custom core competitor or general competitor lists.
• During creation, support saving the current progress as a draft (for steps: strategy settings, audience settings, schedule settings, creative settings).
• Support bulk apply (for steps: strategy settings, schedule settings).
• In audience settings, added Xnurta competitor audience recommendations and UI optimizations.

AMC Hub

• AMC Hub new model – Geographic Report.
• Released on 2023/11/30.

DSP Multi-Dimensional Cross Analysis

• Multi-level dimensions: supports drill-down expansion.
• Unlocked dimensions: all dimensions can now be selected and combined arbitrarily.
• Independent sub-dimension sorting: can sort by sub-dimensions individually.
• Released on 2023/11/16.

DSP Smart Creation

• Smart Center added DSP Smart Creation.
• Creation steps:
  • Products & Budget
  • Strategy Settings
  • Audience Settings
  • Schedule Settings
  • Creative Settings
  • Preview
• Released on 2023/11/09.