The Trade Desk declined to comment.
Amazon is also opening up its entire Fire TV inventory set to outside bidders, except for Amazon-owned media like IMDb TV. Other major CTV inventory sources, like Google and Hulu, reserve portions of top-flight inventory for their own ad services.
Amazon’s programmatic platform strategy has more in common with Roku’s, according to Tracey Scheppach, co-founder and CEO of the TV and video ad consultancy Matter More Media. Fire TV has pulled close to even with Roku in terms of consumer adoption, leaving Google’s Chromecast and Apple TV far in their wake.
Amazon’s move last year to siphon 30% of impressions on Fire TV also mirrored Roku, which has the same policy for ad-supported programmers on Roku devices.
The Trade Desk and dataxu don’t have access to conversion data from Amazon’s marketplace. But if the DSP has a direct deal with Viacom’s Pluto TV app, say, it can match those audiences in the PMP based on the device ad ID.
The transaction data is owned by a different business within Amazon, the retail marketplace team, and those internal Amazon units don’t share data, Baker said. Or if they do, they only share amongst themselves and it’s a black box service for buyers.
“It sometimes can be hard to get a handle on who you’re working with and where data and inventory is coming from,” Baker said, because Amazon has so many unaffiliated but synergistic video initiatives, including APS, Twitch, IMDb TV and the Prime Video group.
But having the early connections into Amazon could pay off handsomely, he said if and when the ecommerce giant uncorks its conversion data or unifies its video offerings into a more cohesive platform.
“This agreement is an important indicator of where the industry is going, and will become just one of many, over time,” Green wrote to employees. "APS is supporting the open internet, in contrast to other big tech walled gardens. It’s a bold move which may drive action from other CTV aggregators.”