OpenX announced that it has integrated signals from Amazon Ads’ Dynamic Traffic Engine, a machine learning system, into its existing traffic optimization infrastructure. This system is designed to help supply-side platforms (SSPs) identify impression opportunities that align with advertiser campaign goals on Amazon DSP. According to the announcement, this integration adds intelligence to route supply and impression opportunities more effectively to Amazon DSP. The system analyzes recent performance patterns and shares automated feedback signals with OpenX, informing when and where sending bid requests may be most beneficial. Chris Conetta, Director of Omnichannel Supply at Amazon Ads, provided commentary on the collaboration.
The Dynamic Traffic Engine operates as a machine learning-based evaluation system that examines marketplace activity to understand traffic value for Amazon DSP buyers. These insights generate automated feedback signals shared with supply partners like OpenX, enabling more strategic delivery decisions regarding which impressions receive bidding consideration. OpenX has a 17-year track record, serving over 200,000 premium publisher domains and more than 100,000 advertisers. This enhancement builds upon OpenX’s July launch of OpenXSelect, which, according to Amazon performance data, saved up to 26% of campaign budgets and drove up to 21% incremental reach. The timing aligns with industry momentum around programmatic curation practices following the IAB Tech Lab’s formal standards announcement in . Amazon DSP had a monthly ad-supported audience of 275 million customers in the United States as of . The platform also expanded its programmatic audio reach following Integral Ad Science securing Media Rating Council accreditation in .
The integration addresses programmatic advertising efficiency challenges by creating capacity for higher-quality request volume and improving overall marketplace performance. For advertisers, the enhancement aims to ensure OpenX supply routed to Amazon DSP aligns more closely with campaign performance goals. For publishers, the system is intended to help ensure valuable impressions receive stronger representation to Amazon DSP buyers, supporting more consistent auction outcomes and healthier competition. The collaboration demonstrates how SSPs and DSPs can cooperate to improve marketplace efficiency, with both parties gaining insights for better decision-making about impression value and appropriate routing.
Specific financial terms of the collaboration between OpenX and Amazon Ads were not disclosed. The exact timeline for the full rollout of the enhanced framework across all OpenX environments beyond its announcement date has not been specified. Quantitative benchmarks for the expected improvement in marketplace efficiency following this specific integration were not provided.
The enhancement operates across OpenX’s global network, including connected television, mobile applications, mobile web, and desktop environments, routing optimized traffic to Amazon DSP. This development is expected to lead to more strategic delivery decisions, reduced less-valuable traffic, and prioritized higher-value opportunities within the programmatic advertising ecosystem. The ongoing industry adoption of programmatic curation standards, initiated by IAB Tech Lab in , suggests a continued trend towards more efficient computational processes for demand-side platforms.
Follow us on Bluesky , LinkedIn , and X to Get Instant Updates
