Amazon UAM/TAM
Last edited: 2023/05/13
Amazon offers two distinct server-side header bidding solutions: UAM (Unified Ad Marketplace) and TAM (Transparent Ad Marketplace). The differences between them are presented in the table below:
Unified Ad Marketplace | Transparent Ad Marketplace | |
Target Publisher | Small to medium-sized publishers | Large, enterprise-level publishers |
Every-day operation | Operated as a managed service, with Amazon managing integration with Supply-Side Platforms (SSPs) on behalf of publishers. | Not a managed service; publishers are responsible for their own technical setup and integration. |
Contracting with SSPs | Publishers need only sign a contract with Amazon, which then gathers demand from over 20 SSPs, including its own. | Requires publishers to have direct contracts with each SSP, including Amazon. |
Fees | Amazon applies a 10% transaction fee, deducted from the SSPs' bid prices. | Amazon charges bidders a nominal fee of $0.01 CPM, but no fees are charged to publishers. |
Transparency | Offers limited visibility and details on the auction process. | Provides detailed reporting and transparency on auctions. |
In summary, UAM provides a simplified, managed solution for smaller publishers to access Amazon and additional demand sources. In contrast, TAM offers more autonomy and detail but requires substantial resources from large publishers for direct management and implementation.
Amazon UAM / TAM in Yieldbird Platform:
Using the 
Amazon, when implemented through the Yieldbird Platform, works similarly to any other Amazon implementation. The winning bids are passed on to Google Ad Manager's line items, and the “ultimate” winner of the open market auction is determined directly in GAM.
How to use it
In the Yieldbird Platform, you can use either your own Amazon UAM/TAM account or Yieldbird’s account. Additionally, you can switch from Yieldbird’s account to your own at any time.
Amazon UAM/TAM can be implemented through the Yieldbird Platform only if you are actively using the Prebid Stack, as we utilize Amazon alongside the Prebid implementation. For Amazon, the following Prebid parameters apply:
- Timeouts
- Ad unit sizes
How to use your Own Amazon account
In the Old Platform:
- Add your Amazon UAM / TAM account to the Yieldbird Workspace First you need to add your Amazon PubID to let Yieldbird serve it as part of configuration:
- Go to Prebid Stack > Setup > Bidders: Amazon Bidders
- Toggle <on> Amazon Bidders
- Select Demand type: Own UAM/TAM account and provide your account’s Amazon PubID
- Provide supply chain parameters (Schain) Provide Supply Chain nodes for your Amazon demand:
- Go to Yieldbird Platform > Inventory > Domain you want to edit: Amazon SID (optional)
- If the Amazon account belongs to third party: Go to Workspace (click on the top right corner) > Workspace: Amazon ASI
- Enable Amazon on particular Ad units
- Go to Prebid Stack > Inventory > Ad unit you want to edit: Amazon Bidders
- Toggle on Amazon UAM/TAM
- Make sure you followed the rest of Amazon UAM/TAM implementation steps Make sure you added all the required entries to your ads.txt file and that you completed the GAM implementation.
- ✔️ All done
In the New Platform:
not available yet
How to use Yieldbird’s Amazon account
In the Old Platform:
- Add Amazon UAM / TAM account to the Workspace First you need to enable Amazon UAM / TAM on your workspace:
- Go to Prebid Stack > Setup > Bidders: Amazon Bidders
- Toggle <on> Amazon Bidders
- Select Demand type: Yieldbird UAM/TAM account
- Enable Amazon on particular Ad units
- Go to Prebid Stack > Inventory > Ad unit you want to edit: Amazon Bidders
- Toggle on Amazon UAM/TAM
- Wait for Yieldbird to whitelist your domains with Amazon Just like any other demand provider’s, using Amazon demand requires successful whitelisting process. The whitelisting is organized by Yieldbird once you enable Amazon UAM / TAM on your workspace (point 1). When it is successfully completed, your Customer Success Manager will reach out to you.
- Update your ads.txt Add the the entries provided by Yieldbird to your ads.txt
- ✔️ All done
In the New Platform:
not available yet
Benefits of using Amazon UAM / TAM
- No Extra Code Needed: Seamlessly integrate Amazon UAM/TAM without implementing any additional codes.
- Effortless Control: Easily toggle Amazon on and off for specific inventory with simple switches.
- Hassle-Free Access: Skip the contract process with Amazon and use Yieldbird’s Amazon UAM account instead.
- Extra demand source: Amazon provides not only demand from leading SSPs, but also its own Demand, which may lead to increased revenues.