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Easily improve revenue and decrease latency with one call to our cloud-based marketplace. Enjoy zero fees and direct relationships with bidders.
Improve earnings with one simple cloud header bidding integration. A single contract gives you access to unique demand from Amazon and SSPs.
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Top ComScore publishers use Amazon Publisher Services every day.
We always had a direct integration with Amazon, but because Transparent Ad Marketplace is cloud-based, we now use it to easily onboard and scale other demand partners without having to bother our development team.
Michael Shaughnessy: VP of Revenue, Bauer Xcel Media US
Best I can tell, only Amazon Publisher Services has developed third-party tech that is even close to bringing direct bidding to app.
David Jakubowski: Director of Publisher Solutions, Facebook
After upgrading to Transparent Ad Marketplace’s multi-slot integration, we saw a 20% increase in revenue without having to compromise our user experience.
Eric Meixner: VP of Global Marketing, Whitepages
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Amazon Publisher Services Launches Transparent Ad Marketplace in Europe
Publishers in the UK, Germany, France, Italy and Spain can improve monetization, improve page load times, and simplify operations by easily consolidating all header bidding activity into a single ad call
SSPs can integrate with Transparent Ad Marketplace to access more premium inventory and minimize infrastructure costs.
January 9, 2018 – Amazon today announced the launch of Amazon Publishers Services’ (APS) Transparent Ad Marketplace in the UK, Germany, France, Italy and Spain – offering digital content owners and app developers a cloud-based, server-side header bidding solution that helps increase their ad revenues, while improving user experience through faster page loads. Transparent Ad Marketplace (TAM) enables greater competition for publishers’ advertising placements through an unbiased marketplace in which all bidders compete equally, the highest bid always wins, and publishers have auction-level visibility.
TAM limits all header bidding activity to a single client-side ad call – the auction and ad selection happen in the cloud. Publishers do a one-time TAM integration, after which they can quickly activate additional SSPs without touching any code or their ad server. This eliminates operational burden while creating more opportunities for SSPs to compete for their impressions.“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, Vice President, 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.”
“Bauer Xcel Media has seen good revenue lift in the U.S. with TAM, while substantially reducing latency,” Charlie Brookes, Director of Revenue, Bauer UK Media. “We are looking forward to increasing demand for our UK properties, too.”
Amazon Publishers Services launched in the U.S. in December 2016, an evolution of the header bidding solution Amazon has offered for more than four years across web, mobile and video. Transparent Ad Marketplace provides publishers with:
- An unbiased marketplace: Publishers can activate multiple demand sources through TAM, including Amazon. All demand sources compete equally for every impression in a first-price auction, with the highest bid always winning.
- Auction transparency: Publishers and SSPs can access auction-level reporting to ensure they’re getting the highest available rate for their inventory. Publisher reporting includes metrics such as earnings, eCPM, bid rate, win rate and timeout rate, by SSP.
- Decreased Latency: Site visitors and app users will see content load faster because all header bidding activity is consolidated to a single ad call, compared to the 10 or more client-side calls that often happen today.
- A simple, one-time integration: Publishers do a one-time set up with Amazon Publisher Services. Once integrated, they can execute same-day activations for additional SSPs, with no ad operations or engineering work. Publishers can also deactivate SSPs instantly from the APS Portal.
- Unlimited demand: Publishers can continually enable new SSP demand using their existing Amazon integration, at no cost.
- Transparent Fee: Amazon Publishers Services does not charge publishers a revenue share or monthly fees. SSPs pay a nominal $0.01 CPM per impression served;.
To learn more about Amazon Publisher Services and Transparent Ad Marketplace, visit:
New case study: Whitepages increased the win rate of its bidders by 65% in 3 months, lifting revenues 38% with Transparent Ad Marketplace.
With 40 to 50 million unique users per month, Whitepages is the premier source of business addresses and contact information in the United States. Two years ago, the company changed its monetization strategy to be programmatic only and embraced header bidding. We interviewed Eric Meixner, VP of Advertising Operations at Whitepages, to learn how a programmatic-first publisher sees the world.
Why did you decide to try Transparent Ad Marketplace (TAM) for ad monetization?
Since we no longer have a direct sales function, I’m primarily focused on scalable ways to grow ad revenue while keeping the page clean and user friendly. I found header bidding very attractive from a yield perspective, but the solutions we tried were extremely intrusive. We wanted a server-side solution that would increase competiton among buyers without impacting latency. With other tags and wrappers we saw no revenue lift and users’ computers slowed down by multiple bid requests, because the last mile pipes are always the slowest. It’s a horrible, grinding snooze-fest our users don’t deserve. TAM had a great impact on fill, and was easy to work with, especially considering we have more than 400 line items in the ad server.
How do you currently use TAM?
It’s the technology we use to manage all our header bidders, before the inventory goes to the open auction. We have now six bidders integrated. The value is the diversification of demand, and the amplification of our inventory, which drives up CPMs. I welcome any new demand partner as long as they are not bad actors, and we are now figuring out how to expand the integration to our mobile app.
What’s the primary goal of your programmatic strategy?
Header bidding allows us to be less dependent on Google, and to substantially grow the business with minimal effort. After upgrading to TAM’s multi-slot integration, we saw a 20% increase in revenue without having to compromise our user experience.
What else do you like about the TAM service?
I really like that Amazon [Publisher Services] takes care of ad verification and malware scanning for us. Publishers need to maintain a high bar around ad quality if they care about establishing a trusted brand. With less fraud in the industry, everyone wins: quality publishers will get better value for their inventory, advertiser will trust them more, and users will have a better experience.
Download the case study here