{ "@context": "https://schema.org", "@type": "FAQPage", "@id": "https://www.trd-solutions.com/amazon-glossar/tkp-cpm-amazon-dsp#faq", "mainEntity": [ { "@type": "Question", "name": "Wie senke ich den TKP in meinen DSP-Kampagnen?", "acceptedAnswer": { "@type": "Answer", "text": "Fünf Hebel mit messbarer TKP-Reduktion: Erstens Inventory-Whitelists statt Open-Marketplace (Premium-Amazon-Detail-Pages 30 bis 60 Prozent teurer als Off-Amazon-Display, gezielte Auswahl spart). Zweitens Bid-Caps pro Audience setzen (verhindert Auktions-Inflation in Q4 oder bei Trend-Spikes). Drittens Lookalike-Audiences statt In-Market-Buyer für Awareness-Phasen (Lookalikes 30 bis 80 Prozent günstiger). Viertens Frequency-Cap pro User (mehr als 5 Impressions pro Woche treibt TKP ohne Conversion-Plus). Fünftens Day-Parting auf konvertierende Tageszeiten (Morgens und späte Abende oft günstiger). Realistische Range: Display Amazon 4 bis 12 Euro TKP, Off-Amazon 2 bis 6 Euro, Streaming-Video 15 bis 35 Euro. Wer ohne Bid-Caps fährt, verliert in der Auktion 20 bis 40 Prozent Effizienz, vor allem in der Q4-Peak-Phase." } }, { "@type": "Question", "name": "Wie unterscheidet sich TKP von CPC?", "acceptedAnswer": { "@type": "Answer", "text": "CPC (Cost-per-Click) zahlt nur, wenn jemand klickt (Sponsored Products, Sponsored Brands). TKP (Cost-per-Mille) zahlt pro Impression, unabhängig vom Klick. CPC eignet sich für Performance-Kampagnen mit klarer Conversion-Absicht. TKP eignet sich für Awareness und Reichweite, wo der Marken-Touchpoint zählt, nicht der Klick. View-through-Conversions machen TKP-Kampagnen messbar profitabel, auch wenn die Klick-Rate (CTR) niedrig bleibt (typisch 0,1 bis 0,4 Prozent bei Display)." } }, { "@type": "Question", "name": "Welche TKP-Werte sind auf der Amazon DSP üblich?", "acceptedAnswer": { "@type": "Answer", "text": "Branchenwerte 2026: Display-Inventory auf Amazon-eigenen Seiten 4 bis 12 Euro TKP (höher in Q4). Off-Amazon-Display über das Amazon-Publisher-Network 2 bis 6 Euro TKP. Video-Inventory (Streaming TV, Twitch) 15 bis 35 Euro TKP. Premium-Audiences (In-Market-Buyer in den letzten 30 Tagen) liegen 30 bis 80 Prozent über Standard-Lookalikes. Wir steuern Kampagnen über Bid-Caps und Inventory-Whitelists, um TKP-Inflation in der Auktion zu vermeiden." } } ] }

CPM: Efficient reach management in Amazon DSP.

What is the difference between CPC and CPM?

While PPC campaigns (Sponsored Products) are billed per click, Amazon DSP is based on the CPM model (internationally: CPM – Cost Per Mille). This allows brands to achieve broad reach during the awareness phase without every click immediately driving up costs. The CPM varies depending on the quality of the placement, the specificity of the target audience, and the competition in the real-time auction.

Cost-effective reach through programmatic advertising

We optimize your CPM to maximize visibility while minimizing your budget. Thanks to our programmatic expertise, we ensure that you get the best price for your placements on premium websites and in apps.

  • Real-time optimization: Automated bid adjustments to ensure the best value for money.
  • Placement filters: We manage campaigns so that you only pay for placements where your target audience is actually active.

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Other relevant terms

Advertising
Negative Keyword Optimization
The process of excluding irrelevant search terms from advertising campaigns to avoid unnecessary costs from clicks with no intention to purchase.
Advertising
CPC (Cost-per-Click)
CPC (cost-per-click) is the price per click in Amazon's auction model, which is influenced by competition, bidding strategy, and ad relevance.
Advertising
Dayparting (Time-Based Bidding)
Strategically adjusting ad bids based on specific times of day or days of the week when the conversion rate is highest.
Advertising
Amazon DSP (Demand-Side Platform)
A programmatic advertising platform that enables brands to buy ads on both Amazon and external websites and apps to reach audiences throughout the entire purchasing process.

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