Amazon Ads is named a leader in The Forrester Wave™: Sell-Side Platforms

Independent research firm Forrester has cited Amazon Ads as a leader in sell-side platforms (SSPs), according to The Forrester Wave™: Sell-Side Platforms, Q4 2024. Amazon Ads was among 10 companies Forrester selected to research, analyze, and score based on their current offering, strategy, and market presence.

Amazon Ads also received the highest scores possible in the criteria of audience creation and targeting, identity and measurement, vision, and roadmap criteria. Forrester states, “APS is an ideal fit for US/UK-dominant publishers looking for a tech partner to provide incremental advertising demand and better addressability as browser data deprecates.”

"We believe this recognition from Forrester is a testament to our unwavering commitment to empowering our broadcaster and publisher customers with innovative solutions that prepare them for the future, and also shows Amazon Ads’ deep investment in supply-side solutions that optimize ad outcomes for publishers and advertisers alike," said Scott Siegler, Director of Amazon Publisher Services. "We are constantly analyzing the evolving needs of our customers, and investing in new capabilities to help publishers unlock more value from their inventory and hard-earned audiences."

The report states that Amazon Ads “complements cross-channel tech proficiency with publisher support” and has ”zeroed in on a path to becoming a publisher’s essential SSP partner.“ The Forrester report also states “the strength of APS’s vision and roadmap manifests in its sharp focus on improving an already strong UX with an array of sanitized data sources for identity and measurement.”

Through Amazon Ads publisher-direct integrations, advertisers can activate more efficient and effective campaigns across leading third-party streaming TV and display publishers with Amazon Publisher Cloud deals on Amazon DSP. Advertisers can also access multi-channel inventory at scale via Amazon Publisher Direct.