"Amazon is in the midst of making a bigger push in the DSP space. In a recent pitch deck, the company made its intentions clear: It wants advertisers to see its demand-side platform as more than just a place to buy ad inventory - it wants to be the backbone for buying across the open web. It's an appropriate time for this kind of move."
"This is according to a Digiday+ Research survey of 100 brand and agency professionals conducted in Q3 2025. Digiday's survey found that advertisers' use of Amazon's DSP has grown significantly in the last 18 months. In Q1 2024, just over one-quarter of brand and agency professionals (29%) said they had used Amazon's DSP in the past 12 months. In Q1 2025, that percentage was up to exactly half (50%)."
Amazon is accelerating its push in the demand-side platform market and is positioning its DSP as the backbone for buying across the open web. Advertiser adoption of Amazon's DSP grew from 29% in Q1 2024 to 50% in Q1 2025. The Trade Desk saw usage decline from 55% in Q1 2024 to 39% in Q3 2025. Google's DV360 usage remained relatively steady, changing from 58% to 54%. Adobe and Criteo each rose from 13% to 28% in advertiser use over the same period. The timing aligns with competitors losing some clout among advertisers, creating an opening for Amazon. Findings reflect survey responses from 100 brand and agency professionals in Q3 2025.
Read at Digiday
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