TripleLift is proud to announce that we are an early beta participant for Amazon Ads' new traffic signal sharing and shaping tool, Dynamic Traffic Engine (beta). This product is transforming how TripleLift is optimising the traffic we send to Amazon Ads to better benefit our customers and theirs.

Traffic shaping and optimisation is a critical topic in the programmatic space today and is a key component in supply path optimisation efforts. Reducing the unnecessary processing of billions of ad and bid requests can drive high efficiency for DSPs, SSPs, and most importantly, advertisers’ campaigns.

Taking out the guesswork: The volume of programmatically transactable supply continues to grow each year, increasing 2.3 times between 2020 and 2023 exceeding the growth in planned demand budgets. As such, DSPs, by necessity, are carefully allocating the proportion of traffic they ingest.

Because of this constraint, every time TripleLift receives an impression opportunity from a publisher we have to calculate whether it is of sufficient value to the DSP before we forward it on to them in the form of a bid request. Challenges exist for SSPs like TripleLift in optimising traffic in this way as every DSP we work with has unique requirements and bidding behaviours. They may have different traffic volume limits or preferences related to traffic type [e.g video, region]. Additionally, SSPs have had to rely on using recent bidding behaviour [typically hourly] of the DSP to calculate what will be in demand in the future, however these data models are expensive to run and the process has inherent inefficiency.

Setting a new industry standard: Instead of TripleLift trying to “guess” what traffic to pass with complex models, Amazon Ads has pioneered an innovative solution. Through their Dynamic Traffic Engine (beta), Amazon Ads is able to leverage their deep understanding of their own advertiser demand funnels to provide TripleLift with advance insights. This allows Amazon Ads to communicate to TripleLift, ahead of time, “in the next period send these types of traffic only for our advertisers”. 

“Amazon Ads’ Dynamic Traffic Engine streamlines SSP traffic shaping, providing a practical approach to improving efficiency in programmatic buying. As the demand for more effective ad buying grows, this initiative highlights that achieving true efficiency requires collaboration between SSPs and DSPs. By establishing a technological framework for real-time communication, the Dynamic Traffic Engine enables TripleLift to adapt proactively to shifting market dynamics.” Hans Cho, principal product manager, TripleLift.

By leveraging advance updates on Amazon Ads’ upcoming traffic needs, TripleLift is able to complement our existing traffic shaping solutions, reducing the need for expensive data models. The overall improvement in QPS capacity utilisation benefits brands, publishers, and other stakeholders in the supply chain. The participation in this beta demonstrates our long-term commitment to setting a new standard in supply efficiency, reducing carbon emissions, and driving value and innovation for our shared collaborators and clients.

TripleLift

TripleLift is an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms ...

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