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Brief

Amazon Transparent Ad Marketplace

Header bidding (server-to-server)Division· part of Amazon Publisher Services

Enables publishers to maximize programmatic revenue through server-side header bidding with full auction transparency, reduced latency, and access to Amazon's premium advertiser demand alongside third-party buyers.

Last updated Oct 24, 2026 by the ATDb Editorial Team

Founded
2016
HQ
Seattle, Washington, United States
Parent
Amazon Publisher Services
Connections
11

AI-drafted from public sources10 sources cited

At a glance

Employees
10000+
Stock
AMZN
10integrations1corporate family
Supply Side Platform (SSP)Programmatic Platform

About

Amazon Publisher Services' server-to-server header-bidding marketplace for publishers

Transparent Ad Marketplace (TAM) is Amazon Publisher Services' cloud-based, server-to-server header-bidding solution. Publishers integrate it once to run a single auction in which Amazon demand and third-party SSPs compete for their inventory, reducing page latency compared with running many client-side bidders. Amazon launched it in December 2016 and extended it to Europe in January 2018.

Business model

Marketplace

Target market

Enterprise

What they offer

  • Transparent Ad Marketplace (TAM)

    Server-side header bidding solution connecting publishers to multiple demand sources in a unified, transparent auction with full bidder-level reporting.

  • Unified Ad Marketplace (UAM)

    A simplified version of TAM designed for smaller publishers, where Amazon manages demand partner relationships on the publisher's behalf.

  • Amazon Publisher Services (APS) SDK

    Mobile SDK enabling app publishers to integrate TAM demand into their in-app advertising stack.

  • Bidder-Level Reporting

    Granular reporting dashboard providing publishers full visibility into which buyers are bidding, win rates, and CPMs across all demand partners.

  • APS Connections

    Pre-integrated connections to major DSPs and ad exchanges including Google, The Trade Desk, Index Exchange, and others.

Key features

Server-side header bidding to reduce page latencyFull auction transparency with bidder-level reportingAccess to Amazon's first-party shopper data and demandIntegration with 30+ third-party demand partnersUnified auction across display, video, and mobileNo-cost participation for publishersReal-time analytics and yield optimization toolsSupport for web, mobile web, and in-app inventory

Use cases

Premium publishers monetizing web display and video inventory programmaticallyPublishers seeking to reduce page load latency caused by client-side header biddingPublishers wanting access to Amazon advertiser demand without building a direct relationshipMobile app developers monetizing in-app inventory via server-side biddingPublishers diversifying demand sources beyond Google Ad ManagerYield optimization through multi-demand-partner auction management

Customer segments

Large premium web publishersMid-market digital publishersMobile app developers and game publishersNews and media organizationsE-commerce content publishersVideo content publishers

Tech & specs

Technology stack

Server-to-server (S2S) bidding infrastructureAmazon Web Services (AWS) cloud infrastructureOpenRTB protocolJavaScript tag integrationMobile SDK (iOS and Android)RESTful APIsReal-time bidding (RTB) auction engine

Security & compliance

GDPRCCPAIAB TCF 2.0ads.txt / sellers.json supportBrand safety controls

Deployment

Cloud

API

Yes

Corporate history
  1. 2016 · Founded
Connection details
See integrations with Amazon Transparent Ad Marketplace (10)

Explore further

3 views
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