How Amazon Ads delivers on quality supply across the open internet

Today's consumers use many screens and devices and watch a range of content types, making it difficult for advertisers to connect with their audiences effectively. Quality content paired with relevant advertising helps build these connections by increasing engagement, improving brand perception, and enhancing campaign performance. Amazon Ads has developed solutions that help advertisers reach engaged audiences alongside trustworthy, brand-appropriate content through careful content selection, direct publisher relationships, and advanced technology. We've also reinforced our commitment to quality through our recently updated Amazon DSP Inventory Policies. Here is a deeper look at how Amazon Ads is working to provide a transparent ad service:

Quality supply curation

Advertisers need access to a wide network of quality publishers. Through 10 years of developing Amazon Publisher Services (APS), we've built direct, invite-only relationships with thousands of respected publishers across streaming TV, websites, audio, and mobile apps with manual review of domains and automated vetting of URLs. We provide advertisers direct access to these publishers through Amazon Publisher Direct (APD), which reduces unnecessary intermediaries that can increase costs and create inefficiency. This is the same high-quality content network that Amazon uses for our own brands like Whole Foods, Prime, and Alexa.

We recently launched the Certified Supply Exchange program to strengthen our relationships with leading advertising exchanges. This gives advertisers more options to work with their preferred partners through Amazon DSP. In 2024, Amazon Ads was recognized as a leader in sell-side platforms by independent research firm Forrester. Read more about our commitment to high-quality supply and our Forrester ranking here.

Enriched value on third-party publishers

Amazon Publisher Services provides publishers with advanced capabilities that enrich the value and quality of their advertising. Amazon Publisher Cloud is an example of this. Amazon Publisher Cloud empowers publishers to pseudonymously join Amazon's proprietary signals with their own first-party insights, significantly improving targeting precision and campaign performance for advertising customers on Amazon DSP. Amazon Publisher Cloud-enhanced campaigns have shown positive results, including increased reach, improved cost efficiency, and substantial lifts in incremental sales. Check out how companies like Bedsure use Amazon Publisher Cloud to strengthen their campaign efficiency in Amazon DSP.

AI-powered quality protections

Advanced AI models continually work to identify and block low-quality inventory to provide advertisers even more reassurance that their supply is high-quality. These always-on protection systems can pinpoint and block domains and apps deemed to be low-quality such as those with attributes of made-for-advertising characteristics. We strengthen our automated protections with the help of third-party vendors, including Jounce Media and Deepsea.io, to restrict other domains and apps sharing similar characteristics of low-quality inventory identified by these companies.

Protection against invalid traffic

Amazon Ads has developed sophisticated invalid traffic (SIVT) detection systems over the past decade that work around the clock to protect advertiser investments. Our approach leverages Amazon's unique understanding of purchase-based conversions, combining advanced cybersecurity techniques, deep learning, and real-time evaluation to automatically identify and block invalid traffic through the ad lifecycle. Our proprietary systems are enhanced with signals from HUMAN Security for comprehensive protection against ever-evolving bot traffic and new ad fraud operations. Our always-on, multi-layered protection system automatically excludes any identified invalid traffic from reports and invoices to ensure advertisers only pay for valid ad impressions.

For advertisers who prefer to use a third-party verification provider, we offer seamless integrations with DoubleVerify and Integral Ad Science. We've invented an innovative server-to-server approach that allows these verification providers to apply their detection methods within our secure environment while protecting customer privacy.

Competitive pricing model

Ensuring quality ad placements is essential to our service and not an extra feature. We include all these quality measures without additional charges to our customers. When advertisers want to establish guaranteed arrangements with specific non-Amazon publishers, we charge only a 1% technology fee. This approach allows advertisers to use more of their budget on advertising with greater performance.

Our approach protects advertisers from wasted spending while delivering better results throughout the customer journey. As digital advertising continues to evolve, Amazon Ads remains focused on developing solutions that address the industry's biggest challenges. By working with Amazon Ads, marketers can feel confident they're working with a company committed to delivering high-quality, brand-appropriate advertising across the internet.