Adding Amazon header bidding

In this section

Learn to configure your ad slots.

Getting Amazon approval
TAM vs UAM
Enabling Amazon in HTL BID
Creating Amazon line items in GAM

Getting Amazon approval

Before enabling Amazon header bidding, you need an Amazon Publisher Services account.

There are 3 ways to get an Amazon account

if you have your own account, you’re all set
if you want to use HTL’s Amazon account, speak with your account manager
if you want to create a new Amazon account, contact Amazon Publisher Services

TAM vs UAM

APS works in 2 different ways

TAM - Amazon will use your existing SSPs accounts
UAM - Amazon will use its own Amazon accounts

Setup Amazon in HTLBID

There are 3 steps to setup Amazon header bidding

Enable Amazon
Input your Publisher ID
Configure S-chain (required in some cases)

Enable Amazon

Under “Setup Options”, enable both “Amazon” and “Amazon Supply Chain”

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NOTE - if you are using your own Amazon Publisher Services account, do not enable “Amazon Supply Chain”

Configure Amazon

Under “Header Bidding > Amazon Configuration”, set your Publisher ID

Your Publisher ID is typically a long UUID such as b1a764bc-ded4-4b40-a987-ecbf82125f25. Some publishers have a shorter ID.

On this screen, you can optionally enable the following:

Price Floors
Deals
Amazon V2 API (only enable if you are in the private beta)

Configure S-chain

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If you have your own Amazon Publisher Services account, skip this step, you do not need an s-chain.

Navigate to Account Information > Demand Accounts

Choose the appropriate S-chain for Amazon from the dropdown menu

If the menu is empty, you first need to create an s-chain

How do you know which s-chain to use?

If you have your own Amazon account

skip this section, no s-chain is required

If you are using HTL’s Amazon account

use the “HTL” s-chain

If you are using another vendor’s Amazon account

add the s-chain for that vendor

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If you are not sure which to choose, contact HTL for support. Setting the correct s-chain is important to ensure your ad inventory is represented correctly to buyers.

Create Amazon line items in GAM

Amazon header bidding requires line items to be configured in GAM.

See the Amazon documentation for steps to create these line items.

Update Ads.txt for Amazon

Amazon header bidding requires updating your ads.txt file. You can find the required lines in your Amazon account. HTL BID can help manage your ads.txt file

See the Amazon documentation for which lines need to be added to your ads.txt.