How Amazon Ads delivers superior performance through transparent advertising technology

Media waste silently erodes advertiser performance and return on investment (ROI). According to The Association of National Advertisers (ANA), marketers are wasting approximately 36% of their advertising budgets,¹ while Forrester Research estimates 37% of ad spend is lost to imprecise targeting alone.² This inefficiency directly impacts both business outcomes and customer trust—signaling a critical moment for advertisers to demand better technology and transparency from their ad tech partners.

At Amazon Ads, we've treated this challenge as an opportunity to innovate and enhance the value we provide to advertisers. Delivering quality advertising outcomes at scale demands robust technology built on three core tenets: performance, privacy, and transparency. Our approach centers on optimal signal utilization, providing visibility and control across media planning, forecasting, deals commitment, bidding, and supply paths to achieve business goals.

This paper details how Amazon DSP's signal-driven, inventory-agnostic approach maximizes advertiser success while serving the broader advertising industry.

In this technical white paper, you’ll learn:

• How our signal intelligence powers forecasting, planning, and budget allocation systems

• The architecture behind our smart bidding algorithm and optimization strategy

• Real advertiser and publisher success stories advertising across the open internet

Sources

¹ The Association of National Advertisers, August 14, 2025.

² Ad Age, April 10, 2025.