Amazon is set to announce its full-year earnings, which will showcase the significance of its advertising segment. A new beta program for Amazon Ads involves third-party partners utilizing a Dynamic Traffic Engine to streamline ad inventory management. This initiative aims to enhance demand-supply efficiency by addressing historical inefficiencies in ad practices. Participating supply-side platforms, such as Index Exchange and Yieldmo, are expected to benefit from improved inventory bidding and reduced operational costs. This marks a strategic shift in how demand-side and supply-side platforms collaborate in the advertising space.
By being more prescriptive about the traffic we want and eliminating the guesswork for both buy-side and sell-side, Dynamic Traffic Engine helps improve inventory management and reduce network and compute costs for SSPs.
There's a lot of waste in the way DSPs and SSPs have been working in the past, which has led to inefficiencies in advertising practices.
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