This is a red flag 🚩🚩🚩🚩🚩 "For Brooklinen, we spent $400 on Amazon DSP and g
By Destaney Wishon · February 10, 2026 · Curated by George's Blog
This is a red flag 🚩🚩🚩🚩🚩
"For Brooklinen, we spent $400 on Amazon DSP and generated $26k in revenue, a 62.5 ROAS"
THIS is not a successful DSP campaign.
This is a campaign that is most certainly:
🔶 Heavy retargeting
🔶 View-through attribution
🔶 Existing demand taking credit for itself
In other words:
👉 customers who were already going to purchase
👉 served a cheap impression
👉 then credited back to DSP as “total sales”
High ROAS ≠ high impact.
Real DSP success shows up as:
🔶 Lift in branded search
🔶 Improved new-to-brand rates
🔶 Category share growth
🔶 Better downstream performance in Sponsored Ads
If someone leads with a tiny spend + massive ROAS and stops there…they’re either COMPLETELY misunderstanding DSP, or hoping that you do.
📌 DSP isn’t a retargeting flex.
It’s a full-funnel lever and it should be evaluated like one.
I will add an Intro to DSP guide for those who are interested in learning more!