Amazon’s Unified Ad Marketplace (UAM) offers publishers a powerful tool to enhance their ad revenue. Here’s a comprehensive guide on how to integrate UAM with header bidding for optimal results.
Understanding UAM
What is Amazon’s Unified Ad Marketplace?
UAM is Amazon’s server-side header bidding solution, designed for small to medium-sized publishers9. It brings unique demand from Amazon and multiple SSP bidders, all competing for your inventory. This managed service saves time and resources by eliminating the need for publishers to integrate with each bidder individually.
Benefits of UAM Integration
Why Publishers Should Consider UAM
Integrating UAM with header bidding offers several advantages. It expands demand sources, integrates seamlessly with existing header bidding setups, and potentially increases revenue. Moreover, UAM simplifies the monetization process by providing a single, unified payment system.
Integration Process
Step-by-Step Guide to UAM Integration
- Create a service account for API access.
- Integrate the Amazon Publisher Services (APS) UAM library into your header bidding setup.
- Copy the APS javascript from UAM’s setup page.
- Choose your integration configuration.
- Add your Publisher ID and slot information.
- Test your integration using Amazon’s Debug Console.
- Update your Ads.txt file.
- Validate your integration.
Optimal Setup
Maximizing Revenue with UAM and Header Bidding
The ideal setup involves making Amazon UAM compete with Prebid and Open Bidding on your site. This configuration allows all three sources to send their winning bids to the Ad Manager, potentially yielding the highest rates for publishers.
Considerations
Factors to Keep in Mind
When integrating UAM, consider your site’s traffic source, as Amazon prefers sites with majority US traffic. Additionally, ensure you have a Google Ad Manager account, as it’s a prerequisite for UAM integration7.By following these steps and considerations, publishers can effectively integrate Amazon UAM with their existing header bidding setup, potentially boosting their ad revenue and streamlining their monetization process.