Amazon’s advertising acceleration drive includes a partnership program to reduce operational costs

Amazon is poised to issue its full-year earnings today, a quarterly requirement that has helped market observers gauge the growing importance of the e-commerce giant’s advertising services. And key to that is ad tech, one it’s doubling down on.

Amazon Ads is further opening up to third parties, signing partners to its latest beta program, which involves its demand-side platform telling them what supply it needs and when it needs it more efficiently than historical practices. 

The nascent program involves Amazon DSP’s trading partners employing its “Dynamic Traffic Engine” to signal what types of ad inventory they have on offer at specific times by sending “low demand” or “high demand” signals to one of the industry’s largest trading platforms.

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