Amazon DSP Expands Reach with Publisher-Hosted Creatives

Amazon's Demand-Side Platform (DSP) has gained the ability to run programmatic guaranteed deals in Google Ad Manager without serving ad files through its own systems. This change, which went live on August 10, 2026, allows buyers to bid on inventory where the creative assets sit inside the publisher's ad server.

The move is significant as it extends Amazon DSP's reach into premium inventory that has been out of arm's length for years. According to Amazon Ads, the platform now supports publisher-hosted creatives for Google Ad Manager programmatic guaranteed deals, covering display and video formats.

This development follows a similar move by Amazon in June 2026, when it extended its campaign management API to audio, allowing for third-party creative delivery. The new capability is available in 33 markets across five regions, including North America, South America, Europe, the Middle East, and Asia Pacific.

The decision to hold creatives within the publisher's ad server is driven by compliance, format, or delivery reasons. Amazon states that this approach 'unlocks access to premium inventory from broadcasters, news platforms, and major publishers'.