Introduction
Commerce Grid partners with Amazon Publisher Services for Amazon Transparent Ad Marketplace (TAM) and Amazon Unified Ad Marketplace (UAM).
Instead of integrating with multiple partners via Header Bidding, Amazon allows publishers to integrate many different SSPs in one Transparent Ad Marketplace. This is helpful for reporting purposes to reduce latency, all while increasing revenue via a server-to-server connection.
Amazon Publisher Services is invite-only, and it is for publishers using Google Ad Manager. Follow the steps below to get started with an Amazon Publisher Service integration in your Commerce Grid account.
Get Access to Amazon TAM
All publishers must have access to Amazon Publisher Services before integrating with Commerce Grid. You can contact the Amazon Team to request access if you don't have access.
Once you’ve received an invite, you can create your account, provide billing and payment information, and you’re ready to create ad slots in the Amazon TAM dashboard.
You will need to facilitate an integration with each SSP that you intend on working with through Amazon TAM. For example, if you plan on working with Magnite, Sovrn, and OpenX, you will need to have an account on each platform.
UAM Integration
To get integrated with Commerce Grid via Amazon UAM, please follow this two steps process:
Deploy the following ads.txt entry across your entities:
themediagrid.com, JTQKMP, RESELLER, 35d5010d7789b49d.
Сontact your account manager at Amazon so that you can get whitelisted and launched with Criteo Commerce Grid.
TAM Intergration
To get integrated with Commerce Grid via Amazon TAM, please follow these steps:
Make sure you have the paperwork in place with Criteo's Commerce Grid
Contact the publisher’s Amazon TAM representative and their dedicated Commerce Grid Ops / Account manager.
Deploy the ads.txt entry provided by Commerce Grid across your inventory.
Before launching the traffic, the Commerce Grid ops team needs to upload ad units from Amazon TAM into The MediaGrid system. This will be done together with Amazon TAM team.
Once the ads.txt line is added, the Commerce Grid team will confirm their readiness to their Amazon account manager so that the Amazon team can enable the traffic. The Amazon team needs to configure the specific Publisher ID provided by The MediaGrid team for your account. The Publisher ID matches the code in the ads.txt entry provided to you directly.
Once the integration is live, Commerce Grid will check discrepancies after 2-3 days of trading.
TAM-specific line items in GAM
This can be done by following the instructions given to you by Amazon. Here’s a guide from Google on line items in Google Ad Manager for you to reference.
Once completed, these new line items will allow you to receive bids from Amazon Publisher Services in a way that fits with your GAM account.
Amazon TAM Fee
At Commerce Grid, our goal is to provide flexible integration options for publishers looking to monetize their inventory to demand-side partners through various header bidding solutions.
One of the supported integration options we’ve supported as Commerce Gridis Amazon’s server-side header bidding wrapper Transparent Ad Marketplace (TAM) as part of their Amazon Publisher Services (APS). Amazon TAM is a way for publishers to gain access to Amazon's unique demand and centralize their header bidding demand from other SSPs (like The MediaGrid) in a single place and within a unified auction. To date, Amazon TAM has only charged the bidder/SSPs a $0.01 CPM for accessing the inventory and passing it to our demand-side partners.
Effective May 1, 2023, Amazon will implement an updated transaction-based service fee of 2.5% on TAM impressions globally across all active supply formats that are accessed by connected bidders.
As a result, all publishers that are integrated with The MediaGrid / Commerce Grid through Amazon TAM will assume a third-party vendor services fee of 2.5% for Amazon in order to incorporate the fee within net bidding. We are going to keep our publisher service fee per contract and add 2.5% to cover Amazon Publisher Services as a bid reduction.
FAQs
As a publisher, how will I be able to see the Amazon TAM fee taken out? Is there a way for publishers to see this fee in uSlicer?
All impressions monetized through any Amazon TAM integration will be subject to a 2.5% third-party vendor services fee for Amazon, increasing your total publisher service fee taken before sending to DSPs. You will then see the total of this fee within your monthly purchase order.
How are the fees applied? Where are the fees taken?
Third-party vendor services fees for Amazon TAM integrations will be taken out before the auction is placed. This will mean the total publisher service fee will increase by 2.5% in order to include the fee within net bidding.
When does this go into effect? What is the first month of trading that is affected?
If publishers wish to avoid the additional 2.5% third-party vendor services fee implemented by Amazon, publishers can migrate their inventory to another integration option. Otherwise, publishers who continue monetizing their inventory with Commerce Grid/ The MediaGrid using an Amazon TAM integration will assume the 2.5% third-party vendor services fee, which will be taken out in real-time for all impressions monetized through Amazon integration pathways.