Amazon announces Transparent Ad Marketplace for cloud-based header bidding

Anne Freier

In Mobile Advertising

January 11, 2018

Amazon Publisher Services has officially unveiled a new advertising product that provides a cloud-based, server-side header bidding solution for digital advertisers and app developers.
The Transparent Ad Marketplace (TAM) has now been activated in the UK, Germany, Italy, France and Spain. It has been active in the US since December 2016.
Some of its core advantages, according to Amazon, are fast loading times as well as simplified navigational features.
Set in the cloud, bidders can compete for inventory through a one-time integration. Publishers can also activate outside supply side platforms without needing to adapt their code. As part of its core structure, TAM limits header bids to a single client advertising call. The auction and ad selection both happen inside the cloud.

“When we started offering header bidding several years ago, we quickly saw there were clear publisher, advertiser and customer benefits in moving ad calls to the cloud and giving publishers full visibility into who’s bidding on their impressions, who’s winning, and why,” said Matt Battles, VP of advertising technology at Amazon.
“We built Amazon Publisher Services and our Transparent Ad Marketplace around these core tenets of transparency, operational simplicity, and a better user experience – and this continues to be our focus as we expand to Europe.”

For publishers, the most interesting aspect of the service may be Amazon’s pricing structure. Instead of charging by revenue share or subscription fee, a supply side platform pays $0.01 CPM per impression served.