"Over that time, advertisers across North America, Latin America, the European Union and Asia Pacific will have had the chance to move over to Amazon. Many likely will. When they do, they'll be onboarded via Amazon Ads reps or through the ad tech activation partner program, depending on their size, agency ties and service-level agreements. It's the equivalent of a concierge handoff into what's fast becoming one of the most powerful ways to buy ads on the open web."
"By bringing Microsoft's programmatic marketplace Monetize into the fold, Amazon continues to stitch more of the open web into its DSP. That consolidation makes the sales pitch to advertisers even easier: buy through Amazon, get the performance edge of its shopper data, and in some cases a lower take rate. Amazon offers discounts on DSSP fees where advertisers use it to buy third-party inventory. Reach, data and pricing power - all in one place."
Microsoft will shut down its demand-side platform Microsoft Invest by March, prompting advertisers across North America, Latin America, the EU and Asia Pacific to move to Amazon. Advertisers will be onboarded via Amazon Ads representatives or the ad tech activation partner program, depending on size, agency ties and service-level agreements. Amazon is integrating Microsoft's programmatic marketplace Monetize and third-party inventory into its DSP, offering discounts on DSSP fees for third-party buys. The consolidation leverages Amazon shopper data, broad reach, differentiated AI capabilities, and sometimes lower take rates to give advertisers improved performance and pricing power.
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