How Do Publishers Get Into Amazon Programmatic Advertising?

 The Transparent Ad Marketplace or the Universal Ad Marketplace are the two entry points for publishers into Amazon's programmatic advertising platform. Each has benefits and drawbacks of its own. UAM services are designed for smaller and mid-sized publishers, whereas TAM services are geared toward more prominent, enterprise publishers.

The primary distinction between Amazon UAM and TAM is the way in which each platform manages SSPs for publishers. An automated ad space selling software program is known as a supply-side platform or SSP. SSPs are used by publishers to sell advertising space across a range of media, including text and video adverts.

A publisher can boost their website's profitability without raising the number of advertisements that are running, thanks to the automated nature of selling space with an SSP partner. This allows a publisher to get competitive bids inside an ad marketplace.

Amazon Publisher Services' TAM merely aims to centralize programmatic bidding in their ad marketplace, assuming the publisher is big and well-established enough to already have personal relationships with SSPs. Users of UAM, in contrast, have access to both Amazon ads for publishers and a wide range of SSPs affiliated with Amazon, enabling Amazon to control all interactions between the SSPs and the publisher.