Amazon Ads is named a leader in omnichannel DSPs in The Forrester Wave™

August 24, 2023 | By Matt Miller, Sr. Copywriter


Independent research firm Forrester has cited Amazon Ads as a leader in omnichannel DSPs, according to The Forrester Wave™: Omnichannel Demand-Side Platforms, Q3 2023. Amazon Ads was among 12 companies Forrester selected to showcase their planning, activation, and measurement solutions for programmatic media buyers.


The Forrester report states that Amazon Ads offers a full-funnel DSP solution “with high-yielding inventory and a verifiable revenue impact,” according to the vendor profile. Amazon Ads is also noted for “differentiating its vision and innovation for AI-driven decision-making based on a variety of uniquely strong signals.”

“We’re honored to be acknowledged in this report from Forrester, a leading and respected voice in our industry,” said Kelly MacLean, VP of Amazon DSP at Amazon Ads. “This recognition reflects the commitment we’ve made to listening to our customers and continuously improving our products. We remain focused on helping marketers achieve their goals using Amazon DSP.”

The report states that Amazon Ads has committed significant “R&D to innovate its DSP,” and “enriches effective tools with peerless insights.”

“Amazon’s DSP shines due to its unique, authenticated insights about audiences’ retail and viewership behaviors,” the Forrester report notes. “The DSP’s variety of owned and operated inventory, including Twitch and Freevee, as well as its breadth of third-party sites and apps accessible via Amazon Publisher Direct, affords advertisers the ability to earn the attention of high-intent audiences.”