{"page":"/blog/prebid-vs-open-bidding-vs-amazon-tam","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Fee","Prebid","Google Open Bidding","Amazon TAM","Amazon UAM"],"rows":[["Software licence","None; Apache licence (Prebid.org)","Included in Ad Manager","None stated","None stated"],["Path fee","None from Prebid.org; hosted Prebid Server fees n/d","Google revenue share; \"typically 5% of the SSP's bid\" in 2019 (CMA)","2.5% service fee charged to bidders (APS)","n/d"],["Exchange (SSP) fee","Each SSP's own rate","Each exchange's own rate","Each buyer's own terms","Set by Amazon's buyer contracts; n/d"],["Who invoices","Each SSP","Google, itemised by exchange (GAM Help)","Amazon","Amazon"]],"sourceUrls":[["https://docs.prebid.org/overview/what-is-prebid-org.html"],["https://assets.publishing.service.gov.uk/media/5fe49625e90e071207e10eff/Appendix_R_-_fees_in_the_adtech_stack_WEB.pdf","https://aps.amazon.com/aps/transparent-ad-marketplace/"],[],["https://support.google.com/admanager/answer/9752368?hl=en"]]}