Finding My Path in Amazon DSP: What It Is and Why It Matters in Modern Marketing

As an upcoming college graduate, I reflect on both my personal and professional journey. Like every freshman four years ago, I had no idea where I would end up or what I would do. By sophomore year, I found myself intrigued by the marketing world, convinced that creating social media posts or handling creatives was the only type of marketing that existed. Little did I know how much this industry actually entails. I began chatting with people around me, taking more marketing classes, and listening to my parents’ advice. Some even tried to steer me away from marketing, and I lost confidence in my abilities, but I also realized there wasn’t just one path I needed to follow. During the second semester of junior year, I met a new friend who told me she worked at a San Diego marketing agency, Power Digital. She talked about getting Amazon certified, working with different companies, and being part of a wonderful team. Months passed, and I continued to furiously apply to internships, eventually accepting one, but never truly loving it, until the lightbulb moment hit: I should reach out to my friend and ask if her department at Power Digital was hiring. I did just that, and here I am almost a year later, having completed my internship and now working part-time in the Amazon DSP retail marketing department.

Amazon DSP is Amazon's demand side platform that allows advertisers to run programmatic display and video campaigns using Amazon’s first-party shopping and behavioral data. When I began learning about Amazon DSP during my internship, I was introduced to an entirely new side of marketing, one rooted in data, strategy, and measurable outcomes. The platform quickly caught my interest as I became fascinated by the numbers, how each metric connected to performance, and what decisions would drive the best results for client campaigns. Working in the retail marketing department taught me full-funnel strategy and how brands guide customers from clicking an ad to converting and returning again. I learned how to translate metrics like ROAS, CTR, and NTB% into clear insights, identify weak points in a campaign, and adjust the right levers to optimize performance. My perspective on marketing completely shifted as I leaned into the data-driven side of the industry; it feels like solving a puzzle, connecting numbers and patterns to reach client goals. Ultimately, I didn’t just learn about marketing, I learned how modern marketing actually works through Amazon DSP.

As I entered my senior year, my manager offered me a part-time role as a Jr. Retail Marketing Specialist, and I accepted without hesitation. I’ve grown into this position more than I ever expected, building skills in marketing, analysis, and teamwork that I’ll carry into every future career path. Working in Amazon DSP was the moment marketing truly “clicked” for me, and it has equipped me with the confidence and problem-solving abilities I use daily in this role. Even though I hope to start my own business one day—and may not always work directly in Amazon DSP—the foundations I’ve gained extend far beyond the platform. I now understand audiences, retargeting, metrics, and how to guide customers through a full-funnel journey. These experiences have shaped not only the marketer I am now, but also the one I aspire to become.