Amazon has launched the Amazon Publishers Services (APS) Transparent Ad Marketplace in the UK, Germany, France, Italy and Spain. It offers 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. You can find out more, including a video, here.
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.
Matt Battles is the Vice President of advertising technology at Amazon and says: “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. 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.”
