"The DTE will serve as a 'smart traffic filter,' allowing DSPs to convey their preferences to SSPs in real time by publishing signals via the open-source code. SSPs can analyze these signals to adjust their offerings based on the most popular bids."
"The DTE has a lot in common with curation, as both systems enable SSPs to provide more relevant inventory to DSPs. However, while curation is specific to a brand or campaign, DTE focuses on trends across a DSP's entire client base."
"The DTE consists of three components: cloud infrastructure, evaluator library, and a filtering solution. The cloud acts as a 'rules engine' on the buy side, defining which inventory SSPs should include or exclude."
The ad tech industry requires open-source solutions to enhance real-time bidding and traffic optimization. Amazon Ads has donated its Dynamic Traffic Engine (DTE) to the IAB Tech Lab for open-source development. Launched in 2024, DTE aims to help supply-side platforms (SSPs) deliver more relevant inventory to demand-side platforms (DSPs) while reducing infrastructure costs. The tool functions as a smart traffic filter, allowing DSPs to communicate preferences to SSPs in real time, ultimately improving ad performance and reducing wasted bids.
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