Enables publishers to maximize programmatic revenue through server-side header bidding with full auction transparency, reduced latency, and access to Amazon's premium advertiser demand alongside third-party buyers.
Last updated May 11, 2026 by AI Enrichment
A major server-side header bidding and SSP solution backed by Amazon's advertising infrastructure, competing directly with Google Open Bidding and Prebid server-side solutions for premium publisher inventory.
Amazon Transparent Ad Marketplace (TAM) is a server-side header bidding solution and supply-side platform (SSP) developed by Amazon Advertising. Launched in 2016, TAM allows publishers to connect with multiple demand sources — including Amazon's own demand — through a single, unified auction. Unlike traditional client-side header bidding, TAM operates server-to-server, reducing page latency and improving user experience while enabling publishers to access Amazon's vast advertiser base alongside third-party DSPs and exchanges. TAM is positioned as a direct competitor to Google's Open Bidding and other server-side header bidding solutions. It differentiates itself by offering publishers full transparency into who is buying their inventory and at what price, a feature that was notably absent in many competing solutions at launch. Publishers can see bidder-level reporting, which helps them optimize their demand partner mix and improve yield. TAM integrates with major demand partners including Google, The Trade Desk, Index Exchange, and others, making it a versatile monetization layer for mid-to-large publishers. As part of Amazon's broader advertising ecosystem, TAM benefits from Amazon's first-party shopper data and its growing advertiser demand, giving publishers access to premium CPMs from brands targeting Amazon audiences. TAM is offered at no direct cost to publishers, with Amazon monetizing through its own demand participation in the auction. It is a key component of Amazon Publisher Services (APS), which also includes the Unified Ad Marketplace (UAM) targeting smaller publishers.
Server-side header bidding solution connecting publishers to multiple demand sources in a unified, transparent auction with full bidder-level reporting.
A simplified version of TAM designed for smaller publishers, where Amazon manages demand partner relationships on the publisher's behalf.
Mobile SDK enabling app publishers to integrate TAM demand into their in-app advertising stack.
Granular reporting dashboard providing publishers full visibility into which buyers are bidding, win rates, and CPMs across all demand partners.
Pre-integrated connections to major DSPs and ad exchanges including Google, The Trade Desk, Index Exchange, and others.