Inventory, Supply Sources, and Deal Types
Where ads run
Amazon DSP inventory spans Amazon-owned properties (Amazon.com, IMDb, Twitch, Fire TV, Alexa), Amazon Publisher Services (APS) for publisher inventory, and third-party exchanges via open auction. Candidates must distinguish open auction (real-time bidding, broad reach, variable quality) from deal-based buying: private marketplace (PMP) deals (invited, fixed floor), preferred deals (fixed price, guaranteed access but not guaranteed volume), and programmatic guaranteed (guaranteed volume and price).
Formats and devices
Know that supply includes display, online video, streaming TV/OTT, audio, and mobile in-app. Device targeting (desktop, mobile, CTV, Fire TV) interacts with creative format - e.g., CTV requires video creatives sized for the living room.
Traps
- Confusing preferred deal (fixed price, non-guaranteed volume) with programmatic guaranteed (guaranteed volume).
- Assuming PMP deals guarantee impressions - they guarantee access, not delivery.
- Overlooking that APS is Amazon's publisher-side supply, distinct from third-party exchanges.
- Mismatching creative format to device (audio creative on CTV, etc.).
Rule of thumb
Open auction = reach and efficiency; deals = control and quality. If a question emphasizes guaranteed volume, the answer is programmatic guaranteed; if it emphasizes fixed price with priority access, it is a preferred deal.