Amazon UAM vs. TAM — Amazon’s Header Bidding Solutions

Amazon Publisher Services (APS) is one of the most optimal header bidding technologies of 2023 due to its access to extensive first-party data (credit card behavior, emails, etc.). To summarize, Amazon offers two SSP solutions to its publishers. To familiarize publishers with both, we decided to compare these two — Amazon UAM vs. TAM.

What Is UAM?

Unified Ad Marketplace (UAM) is a server-side header bidding platform that helps publishers sell ad inventory and manage their bidding partners. The main idea behind UAM is to create a more efficient way for publishers to reach demand sources. With the UAM model, a publisher signs a contract with Amazon, and then Amazon signs contracts with advertisers on behalf of the publisher. This integration makes it easier for smaller publishers to establish contact with advertisers. Once they sign the contract, Amazon does the work for them, and they don’t have to waste time forming demand partnerships by themselves. Of course, all auctions take place on Amazon’s servers.

UAM Pros for Publishers

With UAM publishers receive the following benefits:

Managed Service — Constructing a header bidding wrapper is time-consuming and requires resources (bandwidth). So, employing a managed wrapper like UAM is a perfect way to cut costs and speed up the process. 
Premium Demand — With UAM, publishers have access to Amazon DSP (demand side platform), granting them contact with multiple SSP bidders. In addition, publishers have access to Amazon’s unique demand (large e-commerce audience). This model is ideal for small to medium publishers, as it helps them scale their demand and realize their potential revenue faster.
Lower Page Latency —  A server-side header bidding solution will have a lower impact on page latency than a client-side header bidding solution since all auctions take place on Amazon’s server and outside the user’s browser. 
Unified Payments — Publishers receive a unified monthly payment from Amazon that consists of combined earnings from all activated SSPs (including their bidders). 

UAM Cons for Publishers

If you choose UAM you should be aware of the following drawbacks:

Reporting — UAM offers basic data reporting such as bid requests, impressions, and earnings. So if you’re interested in more detailed metrics, UAM might not be a viable solution. In addition, UAM doesn’t offer an API connection, meaning that you can’t import your data to other platforms for purposes like data visualization. You can only access your data on the APS platform or download it. 
Transparency — UAM especially lacks transparency. Publishers have limited access to Amazon’s auction system and bid-level transaction data. 

What Is TAM?

Transparent Ad Marketplace (TAM) is a supply-side header bidding solution for enterprise-level publishers with already established direct-demand partnerships. Publishers who use TAM sign individual contracts directly with each SSP contact, including Amazon (for Amazon’s unique demand). Naturally, all payments are handled individually.

TAM Pros for Publishers

The following are TAM benefits: 

No Fees — One of the main benefits of TAM is that enterprise publishers are not required to pay any upfront fees. However, it’s important to note that publishers need to meet certain requirements to be eligible for TAM.
Amazon Unique Demand — Like with UAM, publishers using TAM have access to Amazon’s unique demand.
Full Reporting Transparency — Publishers using TAM can access detailed header bidding analytics, including metrics such as impressions, clicks, and earnings. This data helps publishers identify trends and optimize their inventory to maximize revenue. In addition, TAM also provides auction transparency. Publishers can see the winning bids for each ad impression, as well as the fees charged by Amazon. 
Setup Control — Publishers have total control over TAM implementation, unlike with UAM. Since the publisher is the sole owner of their SSP contacts, they can set them up as they see fit. 

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TAM Cons for Publishers

TAM has the following disadvantages that might impact the publisher’s choice:  

Multiple Payments — Instead of receiving one unified payment from Amazon, publishers have to reach agreements with each contact individually. This can be rather costly as publishers have to invest in and employ an ad ops team to manage these contacts. 
Implementation — Publishers need to have the expertise and resources to manage the technical setup for a new server-side header bidding wrapper. 
Demand Reach — You cannot access SSP contacts through TAM if you don’t have premade contractual agreements with them. Without preexisting contacts, your demand will be significantly limited.  

UAM vs. TAM — Which One Should You Choose?

Since both programmatic solutions are invite-only and offer Amazon’s unique demand, the choice depends entirely on the publisher’s goal and scale. For small to medium publishers, UAM is a great chance to easily find and establish SSP contacts through Amazon’s services. On the other hand, for larger publishers, detailed reporting on auction transactions might be a greater necessity, as they already have preexisting contracts with SSP partners. Simply put, UAM streamlines the buying and selling process and makes it more efficient for both parties, while TAM has better transparency and gives detailed information on held auctions to the publishers. 

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