Delivering a Leaner, Cleaner, More Effective Programmatic Future With Amazon Ads

Programmatic advertising has quickly scaled, but with that growth has come fragmentation, redundancy, and inefficiency. Header bidding, multiple SSP integrations, and inconsistent signal flow have flooded the ecosystem with bid requests. This can tax infrastructure, drive up costs, and ultimately impact performance for buyers and sellers alike.

Driven by the belief that programmatic advertising can be more efficient, Equativ has implemented Amazon Ads’ DynamicTraffic Engine Beta to optimize real-time supply and demand connections. By aligning supply with actual demand, it paves the way for a cleaner, leaner, and more effective programmatic future, shifting the focus from volume to value.

“SSP-DSP collaboration has never been more critical for driving deeper partnerships, streamlining workflows with accountability, and improving efficiency across the board– and there are seats at the table for everyone,” said Ali Wendroff, VP of Demand Partnerships. “When the opportunity arose to join Amazon Ads' Dynamic Traffic Engine Beta, we were all in. By implementing on both the Sharethrough and Equativ exchanges, we worked with Amazon Ads to develop scalable solutions for other SSPs, ultimately proving how the power of strong collaboration between SSPs and DSPs can build a more responsive and efficient ad tech ecosystem.”

Collaborating For Real-Time Demand Insights

Launched in late 2024, Amazon Ad’s Dynamic Traffic Engine streamlines the programmatic supply chain by reducing noise through cutting down on low value bid requests and enhancing signal clarity between platforms. The shared signals then allow us to fine-tune the traffic we send, focusing on inventory that’s more likely to result in meaningful engagement.

As part of our ongoing collaboration with Amazon, we worked on the containerization of the Dynamic Traffic Engine library. This collaboration improves the DTE offering and creates a more flexible modular implementation using microservice architecture and Docker file that can easily be adopted by other SSPs.

This collaboration represents our joint commitment to redefining programmatic advertising by focusing on transparency and shared expertise. Amazon Ads support made the integration seamless, and we're already beginning to see performance improvements.

Dynamic Traffic Engine Beta in Action

By enabling Amazon Ads to share real-time insights into their demand-side priorities, we can make informed decisions about which traffic to forward, not based on predictions, but on direct signals.

As a result, we are able to:

Streamline Traffic: Reduce wasted impressions and minimize low-probability bid requests to ensure buyer campaigns are reaching the right people.

Enhance Monetization: Prioritize high-demand inventory, which results in better fill rates and Higher spend per million ad requests, ultimately resulting in more publisher revenue.

Lower Infrastructure Costs: Filter out ineffective traffic to eliminate waste. This reduces the strain on infrastructure, which translates into cost savings, which get passed along.

Promote Smarter Supply Path Optimization (SPO): Deliver cleaner, more actionable paths for buyers to effectively reach their audiences.

The Dynamic Traffic Engine Beta Program is a valuable opportunity to deepen our partnership with Amazon Ads while contributing to the advancement of the broader advertising landscape. We’re proud to participate, and drive action together.