Use of any third-party provider to serve and enhance ad content (including creative assets, pixels, and cookies) is restricted to certified technologies.
Certain products and placements including the Amazon native app, Amazon mobile website, Fire TV, IMDb, Seller Central, and the Thank You Page don't support third-party ad serving. Third-party app serving is restricted to Google Campaign Manager (GCM) INS tags. Amazon cannot serve rich media through GCM. You may use rich media, but must send Amazon internal redirect tags. Additionally, any campaigns using GCM rich media must be in-banner. Also note that we do not accept internal redirects for Homepage Above-The-Fold Placement and Thank You Page placements. Please send iFrame/JavaScript tags for these instead.
The following table is a comprehensive list of all currently certified technologies for ad serving, creative hosting, and similar services.
| Third Party Providers | Channel | Additional Policies | |||
| Desktop | Mobile Web | Mobile App (1x1) | Video | ||
| AdForm | X | X | |||
| ADITION | X | X | |||
| Atlas (Facebook) | X | X | X | ||
| 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. |
| DoubleClick | X | X | X | X | |
| DoubleVerify | X | X | X | X | Ad blocking for video ads supported for VPAID only; DoubleVerify 2.0 tags are not supported. |
| Exactag | X | X | X | ||
| Flashtalking | X | 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. | ||
| 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 | |
| Meetrics | X | X | |||
| 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. | ||
| Proof by Lucid | X | X | X | ||
| Samba | X | X | X | X | Monitoring tags only. |
| Sizmek | X | X | X | X | Approved for ads being served in Europe and North America. |
| 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 | ||
| White Ops | X | X | X | Approved for ads being served in the US. |
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 providers 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 |
| comScore (using ActionLift, AdEffx, BrandLift and vCE) | 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 |
| Video Research Interactive (VRI) | X |
*US and Canada
**UK, France, Germany, Italy, and Spain
Amazon approves the following MRC-accredited third party viewability providers when measuring viewability rates:
| Provider | Used For | North America* | Europe** | Japan | Additional Policies |
| comScore vCE | Display, Video | X | X | X | |
| DoubleVerify | Display, Video | X | X | X | |
| Integral Ad Science | Display, Video | X | X | X | Only certified for ad-blocking for limited situations. Please reach out to your Amazon representative for more information. |
| Meetrics | Display, Video | X | |||
| Moat | Display, Video | X | X | X | Only certified for ad-blocking for limited situations. Please reach out to your Amazon representative for more information. Monitoring tags only. Requires JavaScript tags to function (mobile app serving does not accept JavaScript). |
| 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 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 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.
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 | 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.
