APS is a big toolbox for folks who make websites and apps. They’ve got a bunch of useful tools and services from Amazon, all in one place. They call it a cloud-based marketplace. With APS, people who create digital stuff can do more, grow their business, and make money.
In the world of online ads, Amazon Publisher Services (APS) is a strong player. It's like a competition with Google. By 2019, APS was getting popular. People thought it might take about 10% of the US ad market by 2021. In 2023, they added a 10% fee for publishers using Amazon Ads through APS. This money helps them invest and come up with new ideas.
So let’s go through this Amazon Publisher Services review. You’ll learn what APS does, how it works, and how you can use it to monetize your app or website.
Related: 15 Best Mobile Advertising Networks and Platforms
The Three Pillars of APS
APS has three main services designed to help publishers in the USA with their unique needs:
- Transparent Ad Marketplace (TAM)
Made for big publishers, TAM works like Google's open bidding but on the server side. To use TAM, you need deals with demand partners already. APS teams up with more than 20 partners, like AppNexus and Facebook Audience Network.
- Unified Ad Marketplace (UAM)
Helping out smaller publishers, UAM is an exclusive platform that works with Google Ad Manager. It lets you use Amazon ads and different Supply-Side Platforms (SSPs), and they take a 10% fee from SSP prices.
- Shopping Insights
Only for TAM users, this tool gives super useful info about how people engage with Amazon. It helps creators make their stuff match what folks like, so it works really well for them.
Benefits of Amazon Publisher Services
Header Bidding Technology
APS works by using header bidding, which is a technology that lets them offer advertising spots to lots of different ad exchanges all at once. It’s like a lot of advertisers who want to get space on an app at the same time. This helps website owners make more money because they can get the best offers for their ad spaces.
Very Low Latency
Amazon's super-fast system. They handle all the heavy stuff on a separate server, so things stay speedy. When you're bidding on auctions, it all happens on a different browser, making it smooth for you. This setup means you can do business without waiting around or worrying about the internet crashing.
Intuitive Interface
APS is made to be really easy for publishers to use. It has a simple interface that many people can understand. The platform can customize the main operations board, showing important info and making work and transactions go smoothly.
Cloud-Based Server
The whole server up in the cloud makes things go super fast, with hardly any wait time and almost no chance of the network crashing. We keep bidding auctions and regular business stuff separate, so everything runs real smooth for you.
Access to Partners and Buyers
APS has a bunch of friends and customers on their list, and guess what? Amazon is one of them! So, when you use APS, you can reach a bunch of people who really want your stuff. It makes selling your products to more folks a piece of cake.
Transparent Ad Marketplace
Amazon's ad market is like a clear window. It helps sellers connect with lots of buyers, and everything stays honest and straightforward.
Simple UI for Data Collection
Tracking your money is a breeze with APS. They offer a simple board where you can keep track of how much money you make.
Customer Support
APS is highlighted as the best ad platform with 24/7 customer service. This segment emphasizes the importance of supportive customer service for users and how it contributes to the overall positive experience with Amazon Publisher Services.
Choosing the Right Service for You
If you're a big publisher and want a centralized bidding option, TAM is what you should go for. On the flip side, smaller publishers can check out UAM, but they need an invitation from Amazon to do so. The main difference is how these services handle SSPs. TAM assumes you already have partnerships, while UAM deals with relationships between SSPs and publishers.
The best perks from APS are for large and mid-sized publishers. Amazon likes to partner with users who already have deals with other demand partners. Both large and mid-sized groups have aspects that meet the criteria, but mid-sized groups can join if they provide more information than larger groups.
For big publishers, getting into APS is easy – just fill out a form, and Amazon will reach out. However, small and mid-sized publishers need an invitation from Amazon. If you don't meet the criteria, you can consider other options like Google AdSense, Xandr, Index Exchange, Verizon Media, and OpenX to make money from your website.
APS Considerations and Limitations
APS is great for big publishers, but if you're a small publisher, you might want to check out other options. Amazon Publisher isn't really set up for the little guys. This is one of the shortcomings of this platform. People don't like that it's mostly for the big players. If you're a smaller outfit, Amazon might not be the best fit. Also, getting into the program can be tough. And because of that their standards seem high. But if you qualify for it, APS has a lot of potential as a mobile app ad network.
Conclusion
So in this Amazon Publisher review, we talked about how APS offers useful tools like Transparent Ad Marketplace (TAM), Unified Ad Marketplace (UAM), and Shopping Insights to help different types of apps and sites make money and understand their audience better. It also has features like header bidding, which helps apps make more money from ads, and it works quickly with an easy-to-use design. While APS is great for big websites, smaller ones might find it a bit tough to qualify. Although, they don’t have any hard and fast requirements. If you want to monetize your mobile app or website using APS, you can reach out to Maven Digital.
