"When Amazon Publisher Services (APS) announced plans to release a Prebid adapter last year, it marked a notable victory for open standards over controlled, proprietary integrations. Now, Amazon's promise to support a more collaborative programmatic ecosystem has gotten a little closer to reality: The APS Prebid adapter is available for open beta testing, APS announced Wednesday. Which means publishers will soon find out what it means to have Amazon Ads demand competing directly with other demand sources in ad auctions"
"Because these three setups didn't interoperate, publishers had to run all three auctions in parallel if they wanted to access demand from Amazon Ads and Google, in addition to controlling their Prebid auctions. But Amazon's announcement that it would integrate with Prebid signaled that a competitive marketplace could win despite Big Tech companies throwing their weight around. It was also a way for Amazon to distinguish itself from Google."
Amazon Publisher Services released an APS Prebid adapter and opened it for beta testing, enabling Amazon Ads to participate in Prebid auctions. Publishers will see Amazon demand compete directly with other demand sources in open auctions, with potential revenue implications. Historically, Amazon and Google ran separate auctions—TAM, UAM, and Open Bidding—that did not interoperate with Prebid, forcing publishers to run multiple parallel auctions. Prebid emerged as an open-source choice for publishers to access multiple SSPs on equal terms. Amazon's move signals greater interoperability and a more competitive programmatic marketplace.
Read at AdExchanger
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