Launch announcement

Supply-side platform (SSP) seat ID automation and transparency

April 24, 2023

What launched?

Amazon Ads has revamped the Amazon DSP’s supply-side platform (SSP) seat ID process to simplify how advertisers work with their preferred third party supply partners. Seat IDs to use with third-party SSPs are now automatically generated for Amazon DSP Entities. All previously manually created seat IDs will be preserved, helping to support a seamless transition to advertisers who relied upon our legacy approach. All seat IDs, both manually created and automatically generated, will now also be visible within the Entity Admin Settings page, providing a self-service reference table for advertisers.

SSP seat IDs

SSP Seat ID table available in Administration > Account access & settings > Entity admin > Entity settings

Why is it important?

SSP seat IDs allow advertisers to work with their supply partners to create deals, track spend, troubleshoot issues and execute sophisticated programmatic supply strategies. Advertisers will now have self-service access to these seat IDs across most SSPs.

Where is the feature available?

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

VOC survey

If you have any feedback you'd like to share with Amazon Ads about this or any other feature, please click this link to fill out a brief survey (Please note, this survey is currently only supported in English)