Inside Amazon DSP's growing bid to marketers - and threat to competitors

""The past couple years have been a lot of product and engineering work to get the DSP to service our customers' entire marketing needs," Meredith Goldman, director of Amazon DSP at Amazon Ads, told Marketing Dive. "That has been the vision for a while, but really accelerated the past couple of years, where all the features that were being delivered, all the capabilities to be able to plan, optimize, activate and measure, really came to fruition.""

"All together, these deals combine access to premium inventory with the trillions of first-party signals that Amazon has gathered about consumers, chiefly through its e-commerce platform, allowing for the kind of full-funnel, closed-loop measurement and attribution that could deliver on the promise of digital advertising that has yet to be fully realized elsewhere. It also presents a growing threat to industry-leading demand-side competitors Google Display & Video 360 and The Trade Desk, even as larger questions about Amazon's tech world dominance persist."

Amazon has bolstered its demand-side platform (DSP) through recent publisher and advertising deals and extensive product development, contributing to a 24% year-over-year advertising revenue increase to $17.7 billion in Q3 2025. The DSP now offers capabilities to plan, optimize, activate, and measure campaigns, supported by engineering work over the past few years. Integrating premium inventory with trillions of first-party e-commerce signals enables closed-loop, full-funnel measurement and attribution. The enhanced DSP poses competitive pressure on Google Display & Video 360 and The Trade Desk while Amazon prepares further ad-business innovations at its UnBoxed conference.

Read at Marketing Dive