Amazon this week announced that it has open Connected TV inventory to Amazon DSP, dataxu, and The Trade Desk. This is the first time Amazon is offering their own supply to external demand like dataxu TouchPoint, and The Trade Desk.
The Wall Street Journal says advertisers can now purchase slots on Amazon’s Fire TV platform not only via Amazon DSP but also via dataxu TouchPoint, and The Trade Desk.
Here the benefits listed by Amazon to use Connected TV Amazon deals (TV Private Marketplace service):
- Maximize reach and supply access: APS enables PMPs with access to 100% of ad opportunities, unlike supply sources limited to remnant inventory and their place in the ad-server waterfall.
- Avoid repeat ads: competitive separation and minimization of repeat ads.
- Ensure fee transparency: direct connection between apps and advertisers, allowing buyers to see how much they paid, exact fee amounts, and what the publisher received.
Amazon TV Private Marketplace is a direct competitor of Xandr’s (AppNexus) Community Video Marketplace.