PubMatic has long held the belief that the most efficient programmatic supply chain is one where intelligence operates on both sides of the transaction. It is not enough for an SSP to aggregate inventory at scale — it needs to intelligently shape that supply, route it toward active demand, and give buyers the confidence to transact efficiently.
Amazon’s Dynamic Traffic Engine (DTE) is a traffic optimization solution that shares demand signal recommendations with SSPs, approaches supply chain efficiency from the demand side — enabling us to identify which bid requests are most likely to match active Amazon Ads demand and prioritize accordingly. The result is a more efficient supply chain for everyone: SSPs optimize infrastructure, advertisers access more relevant inventory, and publishers see stronger fill rates. It is, in essence, a demand-side expression of the same principle we apply on the supply side: that intelligence outperforms scale, and that a cleaner supply chain benefits everyone in it.
Our integration with DTE is now live globally and already delivering measurable results — including up to a 10% increase in eCPM1. Since integration, we’ve seen stronger value out of each bid request, improved campaign efficiency, and a more efficient supply chain overall.
Two Sides of the Same Principle
Before a bid request ever reaches Amazon DSP, PubMatic’s traffic shaping capabilities are already at work — evaluating inventory relevance and prioritizing high-value traffic so that high-relevant inventory reaches demand-side platforms.
PubMatic’s traffic shaping and Amazon’s DTE are complementary layers of intelligence working toward the same outcome. DTE identifies which supply sources are most likely to match active advertiser demand and shares those signals with SSPs; PubMatic’s infrastructure works to align the supply it surfaces with active advertiser demand. When those two layers of optimization are aligned, eCPM lift follows.
For advertisers, this means campaigns running on Amazon DSP can be matched with inventory more closely aligned with campaign goals — supporting more efficient media delivery and stronger performance outcomes with reduced media waste. For publishers, the alignment translates into stronger fill rates and more efficient monetization opportunities as demand is more effectively matched to available inventory.
“What excites me about our work with Amazon Ads is what it signals about where programmatic is heading. When a DSP invests in technology like DTE to route more intelligently toward high-value supply, and publishers see measurable gains as a result, that’s programmatic advertising working the way it should. PubMatic has always believed that the strongest collaborations are built on shared outcomes — and this is a great example of what’s possible when both sides are genuinely aligned on performance.”
— Rajeev Goel, Co-Founder and CEO, PubMatic
Supply Path Optimization as a Shared Commitment
This integration sits within a larger shift in how the programmatic market is operating. Supply path optimization now accounts for more than half of all activity on PubMatic’s SSP — a figure that has grown substantially over the past year. Buyers are consolidating supply relationships around SSPs that offer transparency, relevance, and the infrastructure to support intelligent decision-making at scale.
PubMatic’s traffic shaping already surfaces supply aligned with active advertiser demand, and with DTE now providing demand signal recommendations from the other side of the transaction, that routing becomes even more intelligent. Our infrastructure prioritizes high-value traffic; DTE’s demand signals help confirm where that value is strongest. Working from opposite ends of the transaction, the two approaches reinforce each other.
“DTE was built on a straightforward premise: that a more efficient programmatic supply benefits everyone in it — advertisers, SSPs, and publishers. By sharing demand signals and supply models with SSPs, DTE enables more intelligent traffic decisions on both sides of the transaction. This eliminates bid request volume by reducing no-bid inventory, and improved bi-directional efficiency. As a result, we’re seeing exactly what that kind of collaborative optimization can deliver.”
— Neal Richter, VP of Science, Amazon Ads
What This Means Going Forward
For advertisers trafficking PubMatic inventory using Amazon DSP, this integration means campaigns are matched with inventory that more closely aligns with campaign goals — driving stronger performance outcomes and more efficient media delivery.
For publishers on PubMatic’s SSP, this integration can help strengthen the connection between supply-side efficiency and monetization outcomes. As Amazon Ads continues to expand DTE globally, publishers stand to benefit from demand that is increasingly aligned with their inventory.
More broadly, this is a proof point for what the programmatic supply chain can look like when both supply and demand sides invest in intelligence rather than just scale. PubMatic’s role is to be the innovative, reliable infrastructure that makes those connections smarter, more efficient, and more valuable for everyone it serves. Our work with Amazon Ads reflects that ambition — and the results reinforce the approach.
1 Per internal PubMatic platform data observed in December 2025 and January 2026
