{"page":"/blog/amazon-dsp-vs-the-trade-desk","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Attribute","Amazon DSP (DVA+)","The Trade Desk","Google DV360"],"rows":[["Owner and model","Amazon.com, Inc.; sells its own media and third-party supply (Amazon Ads)","The Trade Desk, Inc.; buy side only, says it has no owned-inventory conflict (company claim) (10-K, FY2025)","Google LLC; Google also sells YouTube and runs the AdX exchange (AdExchanger, 16 Sep 2026)"],["Pricing model","Contract; \"current pricing structure is carried forward\"; DVA+ billed by CPM (Amazon Ads)","Percentage of total spend (10-K, FY2025)","Percentage of media; higher exchange rate, lower YouTube and guaranteed rate (DV360 Help)"],["Public fee data","Reported 4% to 8% typical; 0% to 1% on some guaranteed deals (Digiday, 7 Oct 2025; PPC Land, 7 Dec 2025)","Implied 21.6% of gross spend in 2025, data and features included (10-K, FY2025)","13 cents per dollar in 2019 (company claim) (AdExchanger, 23 Jun 2020)"],["Minimum spend","DVA+: none; managed: \"varies by country\" (Amazon Ads Agent)","None published; MSAs carry no spend commitment (10-K, FY2025)","None published (DV360 Help)"],["Data","Purchase, streaming and entertainment signals from \"300M+\" customers (company claim) (Amazon Ads DVA+)","More than 370 third-party data vendors; UID2 identity framework (10-K, FY2025)","Third-party lists at $0.50 to more than $2 CPM; retailer commerce audiences (DV360 Help)"],["Inventory access","Amazon properties plus \"thousands of premium third-party sites and apps\" (company claim) (Amazon Ads)","More than 430 directly integrated exchanges, publishers and SSPs; OpenPath direct links (10-K, FY2025)","Exchanges, deals, and YouTube & partners line items (DV360 Help)"],["CTV","Prime Video, Fire TV, Twitch, Thursday Night Football (Amazon Ads); Roku, Netflix, Disney deals (Digiday, 7 Oct 2025)","Netflix via Sellers and Publishers 500+; Samsung home screens (Q2 2026 release)","YouTube; Samsung home screens (PPC Land, 13 Jun 2026)"],["Measurement","Amazon sales reporting; Amazon Marketing Cloud clean room (PPC Land, 2 Jun 2026)","Third-party measurement; included in Performance Mode (PPC Land, 29 Sep 2025)","Nielsen, Comscore and verification as partner costs (DV360 API)"],["Share of tracked spend, Q1 2026","19% (Guideline estimate)","31% (Guideline estimate)","41% (Guideline estimate)"]],"sourceUrls":[["https://advertising.amazon.com/solutions/products/amazon-dsp","https://www.sec.gov/Archives/edgar/data/1671933/000167193326000014/ttd-20251231.htm","https://www.adexchanger.com/platforms/the-court-just-unsealed-judge-brinkemas-remedies-decision-in-the-google-ad-tech-antitrust-case-heres-your-tldr/"],["https://advertising.amazon.com/solutions/products/amazon-dsp","https://www.sec.gov/Archives/edgar/data/1671933/000167193326000014/ttd-20251231.htm","https://support.google.com/displayvideo/answer/7622449?hl=en"],["https://digiday.com/marketing/with-microsoft-in-tow-amazons-dsp-tightens-its-grip-on-the-open-web/","https://ppc.land/amazon-consolidates-ad-platforms-while-expanding-streaming-and-music-features/","https://www.sec.gov/Archives/edgar/data/1671933/000167193326000014/ttd-20251231.htm","https://www.adexchanger.com/platforms/google-opens-its-black-box-and-shares-fees-across-dv360-google-ads-and-google-ad-manager/"],["https://advertising.amazon.com/adtech-solutions/amazon-ads-agent","https://www.sec.gov/Archives/edgar/data/1671933/000167193326000014/ttd-20251231.htm","https://support.google.com/displayvideo/answer/14985229?hl=en"],["https://advertising.amazon.com/products/display-video-audio","https://www.sec.gov/Archives/edgar/data/1671933/000167193326000014/ttd-20251231.htm","https://support.google.com/displayvideo/answer/6212219?hl=en"],["https://advertising.amazon.com/solutions/products/amazon-dsp","https://www.sec.gov/Archives/edgar/data/1671933/000167193326000014/ttd-20251231.htm","https://support.google.com/displayvideo/answer/7622449?hl=en"],["https://advertising.amazon.com/solutions/products/amazon-dsp","https://digiday.com/marketing/with-microsoft-in-tow-amazons-dsp-tightens-its-grip-on-the-open-web/","https://www.sec.gov/Archives/edgar/data/1671933/000167193326000085/ttd-20260806x8kexx991.htm","https://ppc.land/publicis-and-the-trade-desk-make-up-as-ad-techs-trust-layer-cracks/"],["https://ppc.land/amazon-now-lets-amc-users-query-1p-paid-features-for-free-until-end-of-2026/","https://ppc.land/the-trade-desk-launches-data-marketplace-overhaul-with-ai-scoring/","https://developers.google.com/display-video/api/reference/rest/v4/PartnerCost"],[]]}