Amazon DSP Expands Support for Publisher-Hosted Creatives in 33 Markets
Amazon's Demand-Side Platform (DSP) has expanded its capabilities to support publisher-hosted creatives for programmatic guaranteed deals in Google Ad Manager, reaching 33 markets across five regions. This change allows advertisers to bid on inventory where the creative assets are stored within the publisher's ad server, rather than being delivered from Amazon DSP or a third-party ad server.
The new capability is available to self-service advertisers using Amazon DSP and can be accessed through a new option labeled 'Publisher-hosted' under Third party display and Third party video creatives. This change is part of Amazon's efforts to consolidate programmatic guaranteed buying in a single platform, enabling advertisers to bring their programmatic guaranteed buying together.
America covers the United States, Canada, and Mexico, while South America has Brazil alone. Europe accounts for the largest block with 17 markets: Germany, Spain, France, Italy, the United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, the Netherlands, Sweden, Finland, Norway, Ireland, Denmark, and Luxembourg. Seven Middle Eastern markets follow, comprising Saudi Arabia, the United Arab Emirates, Israel, Egypt, Morocco, Bahrain, and Kuwait. Asia Pacific closes the list with Australia, India, Japan, New Zealand, and Singapore.
The change is a result of Amazon's effort to reduce technical barriers for buyers connecting into Google Ad Manager, which has been under legal scrutiny regarding its ownership structure. The expansion of programmatic guaranteed deals in 33 markets will allow more premium impressions to be transacted through Amazon DSP.