Introducing Server-to-Server (S2S) Integration for Enhanced Ad Server Security

What launched?

Amazon DSP has launched a privacy-safe third-party ad serving solution powered by secure server-to-server integration technology. This solution empowers advertisers to seamlessly leverage their preferred third-party ad servers while maintaining full privacy compliance and accessing Amazon's extensive premium first- and third-party inventory across global markets. Clinch serves as the inaugural third-party ad server partner to implement this integration, establishing a new industry standard for privacy-enhanced programmatic advertising.

Why is it important?

Amazon DSP’s S2S integration represents a major step forward in privacy-safe advertising, enabling advertisers to serve against all Amazon 1p audience types, including custom built and AMC audiences, for the first time through third-party ad servers. This architecture unlocks previously unavailable premium audience signals—including Amazon's proprietary shopping behaviors, brand preferences, and purchase intent data—while maintaining essential advertising capabilities such as dynamic creative optimization, personalization, and comprehensive measurement. The solution implements industry-leading privacy safeguards at the network level, utilizing sophisticated anonymization techniques and privacy-safe signal sharing to deliver enhanced advertising performance without compromising user privacy, which allows for scaled operational efficiencies.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Israel, Egypt, Turkey, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
• Asia Pacific: Australia, New Zealand, Japan, China, India, Singapore

Who can use it?

Registered managed-service and self-service advertisers that use 3P ad servers on Amazon DSP.

3P ad serving vendors interested in enabling this new privacy focused ad serving solution should reach out to their Amazon Ads representative for more information.

Where do I access it?

Advertisers can access this new functionality by working with their Amazon Ads approved 3P ad serving vendor to obtain new server-to-server tags. These new server to server tags can be added through the same means available today, via the Amazon DSP console, through bulksheets, or via the Amazon Ads API.