For OTTO sellers, Sponsored Display Ads (SDA) are the banner advertising from OTTO Advertising: display ads that run on otto.de and outside OTTO in a network of websites and apps and are billed per 1,000 impressions (CPM, cost per mille).
What are Sponsored Display Ads on OTTO?
SDA are an ad format for reach, attention and re-engagement that makes items and brands visible along the entire purchase decision.
Unlike SPA, they do not advertise a single item in a list slot but appear as banners. In Self Service, OTTO uses product-dynamic templates for this, which display your offers automatically. With the retargeting solution you reach customers who showed interest in products but did not buy.
How does SDA billing work?
SDA are billed on a CPM basis in a real-time auction: according to OTTO, the highest bid determines the purchase price.
You deposit your media budget as a daily budget when booking, and you can adjust it at any time. Because SDA costs per impression and not per click, you also pay for impressions nobody clicks on.
Where are SDA shown?
- Onsite: in relevant environments on OTTO, for example as Skyscraper, Billboard or Mobile Content Ad.
- Offsite: in OTTO's publisher network, according to OTTO more than 1,500 websites and apps, among others as Skyscraper, Billboard, Superbanner, Halfpage Ad, Medium Rectangle and Mobile Content Ad.
OTTO Advertising publishes the current dimensions and requirements in its technical specifications.
Self Service or Managed Service?
- Self Service: You set up the campaign yourself in OTTO's partner portal, with your own targetings, automated functions, product-dynamic templates and retargeting.
- Managed Service: OTTO Advertising sets individual targetings according to the campaign goal, based on user, product and context data.
How do SDA costs get into the item calculation?
For Sponsored Product Ads, OTTO documents a reporting interface with costs per item. For SDA, the API documentation describes no comparable interface. You take the costs from the campaign reporting and decide yourself whether they belong to an item, a product group or a brand, or count as advertising costs of the whole period. How that changes the contribution margin is shown in the guide to OTTO advertising costs.
Accounting for SDA costs in the contribution margin
In profitkonsole for OTTO you enter SDA budgets manually per month. You attribute them to items, product groups or brands; unattributed costs flow into the result as a general line item.
Want to go deeper into SPA, SDA and advertising cost tracking? OTTO advertising costs 2026: SPA, SDA and the Marketing API explained →
Contribution margin per item
Analyse OTTO sales, commissions and returns. Add your purchase prices and your own shipping costs to see the contribution margin.