Amazon’s DSP ambition: Becoming the primary DSP for advertisers

More advertisers are turning to Amazon’s ad tech as their mainstay for programmatic buying — not just for Amazon’s own media properties, but increasingly for ads across the wider web too.

The reason, according to vp of Amazon Ads Kelly MacLean, is simple: “They’re now using Amazon DSP as their primary DSP.”

While there’s no hard data to back up this claim, it aligns with a growing body of anecdotal evidence over the past year. Once seen as an instrument for pushing product listings, Amazon’s DSP has evolved into a versatile ad buying platform, vying for market share against heavyweights like Google’s DV360 and The Trade Desk.

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