运营者术语表
Contextual targeting（上下文定向）
上下文定向是按当前页面本身投放——投的是这个 ASIN、这个类目、这个页面，而不是这个人是谁；Sponsored Display 原来的 product targeting 在 2022 年被 Amazon 改名成 contextual targeting。
上下文定向投的是页面本身——这个 ASIN、这个类目，而不是这个人；Sponsored Display 的 product targeting 于 2022 年 6 月 23 日改名而来。最容易踩的坑是 refinement：按 Amazon 面向 Display（smart）计划的帮助文档，未加任何筛选的推荐类目或 similar to advertised products 类目站内站外都跑（第三方网站与 app、Twitch），一旦手动挑 ASIN 或给类目加 4 星、$30–60、Prime 这类筛选，就只在站内投——运营最本能的两个动作恰好把站外量掐回详情页。要站外量就单开一条不加 refinement 的类目 + similarProduct 计划，打竞品 ASIN 的另开一条。另外要注意，Amazon 并没有说投放完全不依赖任何行为信号，similarProduct 本身就是基于零售数据的机器学习推荐；API 的 tactic 字段也区分不了两类计划，看 target clause，别看计划名字。
关键数字
费率与规则以官方英文原文为准，保留原文：
- Amazon's launch announcement dates the rename of Sponsored Display "product targeting" to "contextual targeting" to 23 June 2022, and states advertisers did not need to change their targeted products or categories to get the new off-Amazon reach.
- Per Amazon's help doc for Display (smart) campaigns, an unrefined suggested category or the "similar to advertised products" category reaches shoppers both on and off Amazon — third-party websites and apps plus Twitch — while individual products or refined categories serve on Amazon only.
- Amazon's docs say targeting clauses for both Audience and contextual campaigns use T00030 and that either T00020 or T00030 can specify a contextual campaign, so the clause list — not the tactic field — is the only reliable tell.
官方来源：Amazon Ads Support Center - Understand contextual targeting in Display · Amazon Ads API - Sponsored Display contextual targeting · Amazon Ads - Sponsored Display product targeting has evolved to contextual targeting (23 June 2022)
本词条另有英文完整版。