"Has first blood in the DSP war already been drawn? It certainly seems so. Amazon has been busy lately: Amazon + Netflix, Amazon + Spotify, Amazon + SiriusXM, now Amazon + Microsoft ... and the list keeps growing. It almost feels like there's a new, big, noisy collaboration announcement every single day. And that's quite a turn from Amazon, after treating its ad (and ad tech) business like a neglected side gig for years, to now going full-blown "we're eating the entire open web" DSP-killer mode."
"Google, meanwhile, has had to keep a relatively low profile on all things ad tech this year (it has a few legal issues to contend with...), which has certainly opened a door for Amazon. Well, relatively low, because there was the not-so-small SA360 + Criteo announcement, hinting at further integration into DV360. And if the Google Search trial taught us anything, it's that Google's next big (DV360) bang will probably land roughly two weeks after the ad tech verdict ...yes, looking at you, Chrome + Gemini integration."
"But here we are, in the middle of a DSP war between the 2025 giants: Amazon, Google, and TTD. And may the cheapest one win! Wait, what? The cheapest one? Shouldn't the best one win? The most innovative? Best client service? Highest-quality supply? Nah, it's all about cost. Which shouldn't really surprise anyone, given that marketing has always been viewed as a cost centre. Yes, a story as old as mankind, or at least as old as marketing itself."
Amazon is rapidly expanding advertising partnerships with major platforms, accelerating its DSP capabilities and signaling an aggressive move into open-web programmatic inventory. Google has kept a lower profile in ad tech this year amid legal distractions, though targeted integrations like SA360 + Criteo and potential DV360 enhancements indicate continued activity. Amazon's DSP has shifted from niche shopper-targeted use to a more central media option despite not being full-stack or fully independent. The market now pits Amazon, Google, and TTD in a 2025 DSP competition. Price is emerging as the dominant battleground, reflecting marketing's entrenched role as a cost center. Advertisers may prioritize cost over innovation, service, or supply quality when choosing platforms.
Read at Exchangewire
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