Amazon Ads defines BuyerSeat for SSP-to-DSP deal exchange
Amazon Ads defines 'BuyerSeat' as an identifier used to exchange deal information between Supply-Side Platforms (SSPs) and the Amazon DSP in programmatic advertising. This concept is fundamental to how programmatic deals are managed within the Amazon advertising ecosystem.
Key Takeaways
- BuyerSeat is an identifier exchanged between SSPs and the Amazon DSP.
- Amazon Ads places BuyerSeat inside its deal-management documentation.
- The concept is tied to programmatic advertising deals within Amazon’s ecosystem.
Why It Matters
BuyerSeat is a basic reference point for how deal information moves between SSPs and the Amazon DSP, so it matters to anyone managing programmatic inventory or campaigns inside Amazon Ads. The documentation shows Amazon is defining the mechanics of deal management in its own stack, not just selling media access. For streaming and ad-tech teams, the useful signal is whether Amazon expands this documentation into adjacent deal-management entities or APIs in the Advanced Tools Center.
Read full article at advertising.amazon.com
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