Big DSP update 🗺️ - Pre-built geographic insights around brand penetration "Geo
By Destaney Wishon · October 8, 2026 · Curated by George's Blog
Big DSP update 🗺️ - Pre-built geographic insights around brand penetration
"Geographic Insights and Activation (GIA) now offers pre-built penetration indices directly in the location widget of DVA+ with advanced settings, allowing advertisers to visualize brand penetration and activate geographic optimization"
I read the statement above and had to immediately go to claude to explain it to me like a five year old.
😅
"Amazon will now show you a map of where your brand is under -or over- performing compared with your category, region by region. Then you can geo-target through DVA."
Before, this took Amazon Marketing Cloud and custom modeling. Now it's built into the DSP.
I asked our VP, Laura Pattison, if this was as useful as I thought.
"DVA isn't demand capture, it's demand generation. You want to generate demand where it's most likely to land. Layer in the new benchmarking ability, and I love it. "
She gave the example of a smart sprinkler brand she managed.
In the fall, spend shifted away from the northern and Midwest states toward Texas, Arizona and Florida. Same budget, smarter geography.
She also flagged a few cautions:
🔶 It only shows Amazon data.
A "low penetration" region might just be where your Walmart or Target business is strong.
🔶Weekly refreshes make it tempting to over-optimize.
Don't rebuild your geo strategy every Monday.
🔶Low penetration doesn't always mean opportunity. Regional need, shipping times and pricing all vary by geography.