This post was most recently updated on August 13th, 2020
Amazon is a worldwide behemoth that attempts to penetrate every market that it can. Branching off from its core in consumer retail, Amazon now caters to web services (AWS), video streaming (Amazon Video), consumer electronics (Amazon Echo and Kindle), digital content (Twitch, Amazon Music) and lots more.
If you haven’t heard, they’ve also begun to disrupt the advertising market as early as 2017 with the advent of Unified Ad Marketplace or UAM.
The Unified Ad Marketplace allows mid-size publishers to monetize their websites via Amazon product ads and also alternative demand from various SSPs.
It is specifically marketed for mid-size publishers as there is a separate Transparent Ad Marketplace (TAM) for enterprise publishers. Aside from catering to mid-size publishers only, UAM is also invitation-only and is compatible only with publishers that have Google Ad Manager (GAM), previously known as DoubleClick for Publishers (DFP), as their ad server.
Additionally, they will only accept sites that have the majority of their traffic come from the US.
The term is not new for those who have been in ad operations for some time. However, if this is your first time hearing this, it might help to understand this concept before proceeding.
The phrase seems a bit self-explanatory in that a complete auction happens in the header of the page using scripts. Bids are sent out at this stage to various demand sources, and the ad server collates all the responses.
Afterward, the ad from the corresponding demand source is then rendered.
Publishers typically associate header bidding with the open source Prebid whereas UAM is Amazon’s own server-to-server header bidding wrapper. That said, UAM has simplified the integration of their solution to allow it to run side-by-side with regular header bidding.
The steps to integrate UAM are found below. Take note that these are all visible once you log in with an invited and approved UAM account. The setup page is pretty clear and helps make integration smooth.
Here’s the course that 300+ pubs used to scale their ad revenue.