Approved third party ad servers and technology providers

Use of any third party to serve content (including creative assets, pixels, and cookies) inside of an advertisement is restricted to certified technologies.

Requests for third parties that are not already certified must be submitted for approval to Amazon. The approval process may take as long as six months, depending on complexity and other factors.

The following table is a comprehensive list of all currently certified technologies for ad serving, creative hosting, and similar services.

Third Party Ad Server Channel Additional Policies
Desktop Mobile Web Mobile App (1x1) Video
24/7 RealMedia X X X
Aarki, Inc. X X X
add2media X X Approved for ads being served in Europe.
Addroid X X X
AdForm X X
AdGear X X X Approved for ads being served in Canada.
ADITION X X
Ad Legend X X X
AdLoox X X X
AdMaxx X X
Ad Motion X X X
Adnologies HEIAS X X X
AdPerf X X X
AdTech Helios IQ X X X
Advanse X X X
Adventori X
Atlas (Facebook) X X X Expanded Rich Media limited to IMDb.
Batch X Include ’‘&nodmp=1’’ in the tag; Amazon requires access to Amazon site reporting data; Send an email to Amazon at least 15 days before the campaign’s launch for approval.
Bridgetrack X X X Approved for ads being served in Canada and US.
Cobalt X X X
comScore (using ActionLift, AdEffx, BrandLift) X X X X
comScore (using vCE, Viewability, Brand Safety Monitoring) X X X X Requires JavaScript tags.
Coupon Factory X X X
Crisp X X X
DC Storm X X X
DoubleClick X X X X Expanded Rich Media limited to IMDb; in-app ad serving for third party apps supported for INS tags.
DoubleVerify X X Ad blocking for video ads supported for VPAID only; DoubleVerify 2.0 tags are not supported.
Eulerian X X X Only certified to serve tags hosted on own domains.
Exactag X X X
Facilitate X X X
Flashtalking X X X X Expanded Rich Media limited to IMDb. Only certified to serve tags hosted on own domains. Video ad serving supported for VPAID only.
Flite X X X
Ghostery X X Send an email to Amazon at least 15 days before the campaign’s launch for approval. Amazon provides an AdChoices icon, so conditional information is needed before approval.
Goodway Group X X X
Innovid X VPAID approved on desktop, mobile in-app, and Amazon app, and VAST approved on desktop and mobile web.
Integral Ad Science X X X X
Interpolis X X X Approved for ads being served in Canada and US.
IPSOS X X X Approved for ads being served in Canada and US.
Jetpack X X X
Jivox X X X
LinkStorm X X X
Markit on Demand X X X
Medialets X
MediaPlex X X X X
Meetrics X X
Moat X X X Not certified to deliver ad-blocking technologies.
Newtention X X Approved for ads being served in Europe.
Nielsen (Brand Effect Expanded View, Response Effect, Sales Effect, Watch Effect, Brand Effect TV Online, Home Effect, Catalina, AMP) X X X X
Nielsen DAR/OCR and XCR/TAR X X Confirm a Facebook pixel is part of the ad call; Amazon requires access to Amazon site reporting data; Send an email to Amazon at least one business day before the campaign’s launch for approval.
Pictela X X X
PointRoll X X X Expanded Rich Media limited to IMDb.
Quisma X X X Approved for ads being served in Europe.
Republic Project X X X
Rockabox X X X
Sizmek X X X X Approved for ads being served in Europe and North America.
Smart AdServer X X Approved for ads being served in Europe.
SpongeCell X X X
TradeDoubler X X X Approved for ads being served in Europe.
TruEffect X X
TrustArc X X Send an email to Amazon at least 15 days before the campaign’s launch for approval. Amazon provides an AdChoices icon, so conditional information is needed before approval.
Weborama X X X
Velti X X
White Ops X X X Approved for ads being served in the US.

Please note that Amazon cannot serve DoubleClick Rich Media through DFP. You may use DoubleClick Rich Media, but must send Amazon internal redirect tags, but any campaigns using DoubleClick Rich Media must be in-banner. Please also note that we do not accept internal redirects for Homepage Above-The-Fold Placement and Thank You Page. Please send iFrame/Javascript tags for these placements instead.

Third Party Research Studies

Amazon supports independently commissioned research studies. However, Amazon places the utmost importance on creating great customer experiences, and enforces strict guidelines for third party research studies. Research studies are not permitted on Thank You Page, Homepage, or Gateway placements. Any request to use opt-in survey recruitment must be placed well in advance of a campaign agreement. Please contact your account team with questions or for more information.

The research vendors listed below are certified to run advertiser-paid research studies, pending Amazon’s review and approval of the customer experience of the execution:

Third Party North America* Europe** Japan
Ad Clear (Part of Webtrekk) X X X
comScore (using ActionLift, AdEffx, BrandLift and vCE) X
Convertro (Part of AOL) X X X
DimeStore (Part of GfK) X X X
Dynamic Logic (Part of Millward Brown) X X
GfK Dimestore X X X
GfK Nurago X X X
Insight Express (Part of Millward Brown) X X X
INTAGE X
Macromill X X X
Nielsen (using Brand Effect Expanded View, Response Effect, Sales Effect, Watch Effect, Brand Effect TV Online, Home Effect, Catalina, AMP) X X X
Nielsen (OBE/VIZU) X X X
Nielsen (DAR/OCR) X X X
Placed X
Research Now X X X
Survata X X X
TNS (using SafeCount) X
Trend Research X X X
Video Research Interactive (VRI) X

*US and Canada
**UK, France, Germany, Italy, and Spain

Viewability Vendors

Amazon approves the following MRC-accredited third party viewability vendors when measuring viewability rates:

Vendor Used for North America* Europe** Japan
AdLoox Display, Video X
Alenty Display X X X
comScore vCE Display, Video X X X
DoubleVerify Display, Video X X X
Google ActiveView Display X X X
Integral Ad Science Display, Video X X X
Meetrics Display, Video X
Moat Display, Video X X X
Sizmek Display X X X

*US and Canada
**UK, France, Germany, Italy, and Spain

Please note that we cannot accept JavaScript tags for any third party tracking on the Amazon mobile app.

Third Party Impression and Click Tracking Guide for Fire Tablet and Mobile Ads

Impression Tracking

Third party impression tracking is available for the Amazon Mobile Shopping website and app. Please note that we cannot accept JavaScript tags for any third party tracking on the Amazon mobile app. Amazon uses the same type of impression trackers for “link-in” creatives (e.g. those that link to another page on Amazon Mobile Shopping) and “link-out” (creatives linking outside/off Amazon Mobile Shopping). All impression tracking on Amazon Mobile Shopping is done by way of a 1x1 impression pixel.

Scenario Tracking Method Action
Mobile Web Link-Out 1x1 impression pixel Provide your Amazon Trafficker with a 1x1 impression pixel
Mobile Web Link-In 1x1 impression pixel Provide your Amazon Trafficker with a 1x1 impression pixel
Mobile App Link-Out 1x1 impression pixel Provide your Amazon Trafficker with a 1x1 impression pixel
Mobile App Link-In 1x1 impression pixel Provide your Amazon Trafficker with a 1x1 impression pixel
Fire Tablet 1x1 impression pixel Provide your Amazon Trafficker with a 1x1 impression pixel

Q: What is a 1x1 impression pixel?
A: A 1x1 impression pixel is a snippet of code provided in order to track impressions 3rd party.

Click Tracking

Click tracking is available for Amazon Mobile Shopping web and app link-in and link-out campaigns.

Scenario Tracking Method Action
Mobile Web Link-Out Click tracker redirect URL Provide your Amazon Trafficker with a click tracker redirect URL
Mobile Web Link-In Click tracker redirect URL Provide your Amazon Trafficker with a click tracker redirect URL
Mobile App Link-Out Click tracker redirect URL Provide your Amazon Trafficker with a click tracker redirect URL
Mobile App Link-In Click tracker redirect URL that links to a blank 1x1 image Provide your Amazon Trafficker with a click tracker redirect URL that links to a 1x1 blank image
Fire Tablet Click tracker redirect URL or tracking ad URL Provide your Amazon Trafficker with a click tracker redirect URL

The Amazon Mobile App templates allow Advertisers to track link in, in-app clicks by use of a click tracker redirect URL that links to a 1x1 blank image.

For Mobile Web and In-App placements, link to this gif: https://images-na.ssl-images-amazon.com/images/G/01/blank/1x1_b.gif

Q: What is a click tracker redirect URL that links to a 1x1 and why do we need it?
A: This type of click tracker loads a page with only a 1x1 gif. The Amazon ad trafficking team will use this tracker in conjunction with your specified landing page to track link-in, in-app clicks and direct the user to the intended landing page.

Certified Third Party Tracking for Fire Tablets and Mobile Ads

Impression and click tracking is supported for link out and link in campaigns.

Requests for third-parties that are not already qualified must be submitted for certification to Amazon at least 30 days in advance of the applicable campaign.

No pixels or tags beyond DoubleClick’s are permitted in secure Mobile pages such as the Thank You Page.

The following table is a comprehensive list of all currently certified third party ad tracking for mobile ads:

Third Party North America Europe Japan
DoubleClick* X X X
MediaMind* X X X
MediaPlex* X
Atlas (Legacy Tags)* X X X
Velti** X
Medialets* X

* Requires “cachebuster” implementation.

** Certified on a per campaign basis (need to submit request per campaign at this time).

*** Atlas (Legacy Tags) are not supported for Fire Tablets.