Amazon UAM/TAM

Last edited: 2023/05/13

Amazon offers two distinct server-side header bidding solutions: UAM (Unified Ad Marketplace) and TAM (Transparent Ad Marketplace). The differences between them are presented in the table below:

Unified Ad Marketplace Transparent Ad Marketplace
Target Publisher Small to medium-sized publishers Large, enterprise-level publishers
Every-day operation Operated as a managed service, with Amazon managing integration with Supply-Side Platforms (SSPs) on behalf of publishers. Not a managed service; publishers are responsible for their own technical setup and integration.
Contracting with SSPs Publishers need only sign a contract with Amazon, which then gathers demand from over 20 SSPs, including its own. Requires publishers to have direct contracts with each SSP, including Amazon.
Fees Amazon applies a 10% transaction fee, deducted from the SSPs' bid prices. Amazon charges bidders a nominal fee of $0.01 CPM, but no fees are charged to publishers.
Transparency Offers limited visibility and details on the auction process. Provides detailed reporting and transparency on auctions.

In summary, UAM provides a simplified, managed solution for smaller publishers to access Amazon and additional demand sources. In contrast, TAM offers more autonomy and detail but requires substantial resources from large publishers for direct management and implementation.

Amazon UAM / TAM in Yieldbird Platform:

Using the Prebid Stack allows you to serve Amazon UAM/TAM configuration through the Yieldbird Tag, making it work in parallel with Prebid.

Amazon, when implemented through the Yieldbird Platform, works similarly to any other Amazon implementation. The winning bids are passed on to Google Ad Manager's line items, and the “ultimate” winner of the open market auction is determined directly in GAM.

How to use it

In the Yieldbird Platform, you can use either your own Amazon UAM/TAM account or Yieldbird’s account. Additionally, you can switch from Yieldbird’s account to your own at any time.

Amazon UAM/TAM can be implemented through the Yieldbird Platform only if you are actively using the Prebid Stack, as we utilize Amazon alongside the Prebid implementation. For Amazon, the following Prebid parameters apply:

<aside> <img src="/icons/new-alert_red.svg" alt="/icons/new-alert_red.svg" width="40px" /> Attention: Amazon will only work on the inventory where you have the Prebid Stack enabled. In other words, turning off the Prebid Stack on a given ad unit will also disable Amazon on that unit.

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How to use your Own Amazon account

<aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" /> This is not a complete guide to implementing your own Amazon UAM / TAM account. Below, we only explain how to manage Amazon Tag serving using Yieldbird Platform. For GAM implementation / ads.txt and advanced UAM setup, please refer to the documentation provided by Amazon Publisher Services (available in Resources section after logging into your Amazon Publisher Services portal account)

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In the Old Platform:

  1. Add your Amazon UAM / TAM account to the Yieldbird Workspace First you need to add your Amazon PubID to let Yieldbird serve it as part of configuration:

    1. Go to Prebid Stack > Setup > Bidders: Amazon Bidders
    2. Toggle <on> Amazon Bidders
    3. Select Demand type: Own UAM/TAM account and provide your account’s Amazon PubID

  2. Provide supply chain parameters (Schain) Provide Supply Chain nodes for your Amazon demand:

    <aside> <img src="/icons/link_yellow.svg" alt="/icons/link_yellow.svg" width="40px" /> IAB (Open RTB) GitHub Schain documentation: link

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    1. Go to Yieldbird Platform > Inventory > Domain you want to edit: Amazon SID (optional)

    2. If the Amazon account belongs to third party: Go to Workspace (click on the top right corner) > Workspace: Amazon ASI

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  3. Enable Amazon on particular Ad units

    1. Go to Prebid Stack > Inventory > Ad unit you want to edit: Amazon Bidders
    2. Toggle on Amazon UAM/TAM

  4. Make sure you followed the rest of Amazon UAM/TAM implementation steps Make sure you added all the required entries to your ads.txt file and that you completed the GAM implementation.

  5. ✔️ All done

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How to use Yieldbird’s Amazon account

  1. Add Amazon UAM / TAM account to the Workspace First you need to enable Amazon UAM / TAM on your workspace:
    1. Go to Prebid Stack > Setup > Bidders: Amazon Bidders
    2. Toggle <on> Amazon Bidders
    3. Select Demand type: Yieldbird UAM/TAM account
  2. Enable Amazon on particular Ad units
    1. Go to Prebid Stack > Inventory > Ad unit you want to edit: Amazon Bidders
    2. Toggle on Amazon UAM/TAM
  3. Wait for Yieldbird to whitelist your domains with Amazon Just like any other demand provider’s, using Amazon demand requires successful whitelisting process. The whitelisting is organized by Yieldbird once you enable Amazon UAM / TAM on your workspace (point 1). When it is successfully completed, your Customer Success Manager will reach out to you.
  4. Update your ads.txt Add the the entries provided by Yieldbird to your ads.txt
  5. ✔️ All done

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On this page:

Benefits of using Amazon UAM / TAM