網路廣告第三勢力崛起！不譲#google #meta 壟斷！亞馬遜 #amazon DSP 與#微軟 聯盟

 🔥 亞馬遜 DSP 稱霸戰！聯手微軟，它如何成為開放網路廣告的新霸主？

亞馬遜已經不再只是電商巨頭！它正快速成為整個廣告業的領導者。 繼成功將 Netflix 和 Spotify 等平台納入合作夥伴名單之後，亞馬遜現在又將科技巨頭微軟（Microsoft）拉進了戰局。這項重磅交易不僅是一個客戶移轉通知，更是亞馬遜 DSP 鞏固其在開放網路（Open Web）廣告市場地位的關鍵一步。
🤝 微軟合作案：亞馬遜 DSP 影響力大增 隨著微軟的需求方平台（Microsoft Invest）將在三月前關閉，亞馬遜將全面接手這些來自北美、拉丁美洲、歐盟和亞太地區的廣告客戶。微軟承諾提供「禮賓級」的高接觸轉換支持，確保客戶能順利移轉。 更重要的是，亞馬遜透過這次交易，將微軟 Monetize 程式化市集納入其「認證供應交換計畫」（Certified Supply Exchange program）。這代表亞馬遜持續將更多的開放網路庫存編織進其 DSP 中。 🎯 亞馬遜 DSP 的三大致勝武器 廣告買家指出，亞馬遜提供的正是廣告業的「神聖三位一體」： 1. 大規模的覆蓋率 (Reach at Scale)： 亞馬遜 DSP 在過去幾個月積極與 Roku、Disney、Netflix、Spotify、SiriusXM 等多家平台簽訂庫存協議，建立了一個日益龐大的串流媒體版圖。光是在美國，結合亞馬遜自有庫存和 Roku，其 DSP 就能觸及 8,000 萬個聯網電視（CTV）家庭。 2. 精準的成效 (Measurable Performance)： 透過亞馬遜的 DSP 購買廣告，廣告商能利用其獨特的購物者數據，獲得在轉換率上的優勢。亞馬遜的目標是讓其 DSP 不僅龐大，且在亞馬遜站內外都能同樣有效。 3. 極具競爭力的定價 (Pricing Power)： 亞馬遜正在利用其規模來壓低利潤。其 DSP 費用通常介於 4% 到 8%，但根據消費水準和庫存類型，費用甚至可能低至 1%，或完全消失。亞馬遜願意以低於市場的價格來贏得市場份額。 📈 為什麼現在？這對市場有何衝擊？ 這波積極擴張的背後，是亞馬遜執行長 Andy Jassy 的明確指令：廣告業務必須像 AWS 一樣，成為公司的核心利潤引擎。亞馬遜正在全面改造其 DSP，使其成為廣告資金投入開放網路的「主要入口」。 雖然目前亞馬遜對 The Trade Desk 等競爭對手的影響是漸進式的，但市場動態已經改變：獨家交易不再是長期差異化因素，而「第一方數據」才是關鍵。在這方面，亞馬遜擁有結構性的巨大優勢。 source: https://reurl.cc/daN68y

🔥 Amazon DSP’s Battle for Dominance: Teaming Up with Microsoft to Rule the Open Web Ad Market

Amazon is no longer just an e-commerce giant — it’s rapidly becoming a leader in the global advertising industry.
After successfully partnering with major platforms like Netflix and Spotify, Amazon has now brought Microsoft into the game. This major deal isn’t just a client transfer — it marks a key move in Amazon DSP’s plan to strengthen its dominance in the open web advertising market.

🤝 The Microsoft Deal: A Massive Boost for Amazon DSP

With Microsoft’s demand-side platform (Microsoft Invest) set to shut down by March, Amazon will take over its advertising clients across North America, Latin America, Europe, and the Asia-Pacific region.
Microsoft has promised “white-glove” support to ensure a smooth transition for all clients.

More importantly, Amazon will now include Microsoft Monetize, Microsoft’s programmatic marketplace, in its Certified Supply Exchange program — integrating even more open web inventory into Amazon’s DSP ecosystem.

🎯 Three Winning Advantages of Amazon DSP

Advertisers point to Amazon’s “holy trinity” of ad power:

  1. Massive Reach at Scale
    Over the past few months, Amazon DSP has struck inventory deals with Roku, Disney, Netflix, Spotify, and SiriusXM, building an ever-expanding streaming media footprint.
    In the U.S. alone, combining Amazon’s own inventory with Roku’s allows its DSP to reach over 80 million connected TV (CTV) households.

  2. Measurable Performance
    Advertising through Amazon DSP gives marketers access to exclusive shopper data, delivering strong conversion advantages.
    Amazon’s goal is to make its DSP not just big — but equally effective both on and off Amazon’s own platforms.

  3. Aggressive Pricing Power
    Leveraging its scale, Amazon is driving down margins.
    DSP fees typically range from 4% to 8%, but can drop as low as 1% — or even be waived entirely depending on inventory type and spending volume.
    Amazon is willing to undercut market rates to gain share.

📈 Why Now? And What Does It Mean for the Market?

Behind this expansion is CEO Andy Jassy’s clear directive:
Amazon’s advertising business must become, like AWS, a core profit engine.

Amazon is transforming its DSP into the primary gateway for ad dollars flowing into the open web.
While its impact on competitors like The Trade Desk is still gradual, the market dynamics are already shifting.

Exclusive deals are no longer a sustainable advantage — first-party data is now the real differentiator.
And in this area, Amazon holds a structural, long-term edge.

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