• by Laurie Sullivan , 2 hours ago

Amazon has moved its Publisher Services (APS) "Prebid Adapter" into beta on Wednesday, making it available in GitHub.

While this is a positive move for open standards, with the shift publishers will soon see demand for Amazon Ads in competition with other ad sources in auctions -- everything from competitively priced to high-luxury goods.

The adapter is designed to bridge two previously separate environments in an open type auction through open standards. It marks a major shift from Amazon's historical walled-garden approach to ad technology.

The adapter connects publishers’ existing Prebid.js setups with APS, enabling access to Amazon Ads demand and more than its 60 third-party buyers through the Transparent Ad Marketplace (TAM), a header bidder platform, and Unified Ad Marketplace (UAM), a server-side header bidding platform that helps publishers sell ad inventory and manage their bidding partners.

It operates in an existing pre-bid auction frameworks, helping reduce latency while giving publishers control over demand sources and signals that have been activate.

The adapter is in response to publisher and a greater demand for flexible interoperability, Scott Siegler, director of Amazon Publisher Services, wrote in a blog post announcing the open beta.

Siegler emphasized that publishers don’t need to rework their monetization strategies or redesign their stacks to test the integration, because APS' Prebid Adapter plugs directly into a publisher’s existing Prebid.js framework. This setup brings Amazon Ads demand directly into publishers’ pre-bid auctions for the first time.