{"page":"/blog/prebid-vs-open-bidding-vs-amazon-tam","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Question","Prebid","Google Open Bidding","Amazon TAM / UAM"],"rows":[["Who runs the auction","The publisher, in the browser or on Prebid Server (Prebid.org)","Google Ad Manager (GAM Help)","Amazon's servers, before the ad server (APS)"],["Code on the page","Prebid.js plus one adapter per bidder","Existing Google tag only (GAM Help)","APS tag; one call (APS)"],["Contracts","Publisher with each bidder","Publisher with each exchange, plus a Google addendum (GAM Help)","TAM: one click-through agreement plus a contract with each partner; UAM: by invitation (APS)"],["Who pays the publisher","Each bidder, on its own terms","Google, about 30 days after month end (GAM Help)","Amazon, one payment within 60 days (APS)"],["Formats","Display, video, native; apps through Prebid Mobile (Prebid.org)","Web, app and video; varies by exchange (GAM Help)","Display, pre-roll video; streaming TV in open beta (APS)"]],"sourceUrls":[["https://docs.prebid.org/overview/intro.html","https://support.google.com/admanager/answer/7128958?hl=en","https://aps.amazon.com/aps/transparent-ad-marketplace/"],["https://support.google.com/admanager/answer/7128453?hl=en","https://aps.amazon.com/aps/transparent-ad-marketplace/"],["https://support.google.com/admanager/answer/9752368?hl=en","https://aps.amazon.com/aps/transparent-ad-marketplace/"],["https://support.google.com/admanager/answer/9752368?hl=en","https://aps.amazon.com/aps/transparent-ad-marketplace/"],["https://docs.prebid.org/overview/intro.html","https://support.google.com/admanager/answer/7128453?hl=en","https://aps.amazon.com/aps/transparent-ad-marketplace/"]]}