Amazon to tempt publishers with Transparent Ad Marketplace in Europe

Amazon Publisher Services (APS) has rolled out an ad product supposed to ease header bidding from content creators and app developers in a move it hopes will fire a shot across the bow of Google which holds market supremacy.

The Transparent Ad Marketplace (TAM) product is being pushed for its simplicity of use. The service is now active in the UK, Germany, France, Italy and Spain and looks to attract users with reportedly fast load times and easy to navigate user interfaces.

The draw will be that all bidders compete equally for inventory, meaning the highest bid will always win. The activity occurs in the cloud meaning that bidders can connect with additional SSPs without requiring any complex inputs.

Matt Battles, vice president of advertising technology at Amazon, said: “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.”

A point of distinction may be the pricing. Amazon Publishers Services does not charge publishers a revenue share or monthly fees, instead SSPs pay $0.01 CPM per impression served.

Amazon Publishers Services launched in the US in December 2016.