In today’s programmatic landscape, efficiency depends on sending the right impressions to the right demand sources. To that end, OpenX has enhanced its traffic optimization framework to incorporate signals from Amazon Ads’ Dynamic Traffic Engine (DTE), adding an extra layer of intelligence that helps route the best supply and impression opportunities to Amazon DSP for consideration.

This enhancement builds on OpenX’s established optimization systems and data models. By incorporating DTE insights, we can more effectively identify impression opportunities that are most relevant for buyers’ campaigns on Amazon DSP — elevating high value opportunities and fostering healthier competition and more efficient use of marketplace capacity.

What is Dynamic Traffic Engine (DTE)?

Dynamic Traffic Engine (DTE) is a machine learning–based system from Amazon Ads that evaluates marketplace activity to understand which types of traffic have higher value to Amazon DSP buyers. It analyzes recent performance patterns and uses these insights to share automated feedback signals with supply partners.

These signals inform when and where it may be most beneficial to send bid requests, helping us shape traffic in alignment with Amazon DSP buyer goals. In practice, this means ensuring the supply reaching Amazon DSP has stronger potential to meet advertiser KPIs and campaign needs.

How OpenX applies Amazon Ads’ DTE signals

Through an automated and secure signal exchange, DTE insights are integrated into OpenX’s traffic optimization logic. These signals help:

• Refine delivery decisions to ensure that impressions with higher potential alignment to Amazon DSP campaign goals are prioritized for bidding consideration.

• Reduce less-valuable traffic and prioritize higher-value opportunities, helping minimize unnecessary bid requests, create room for higher-quality request volume, and improve overall efficiency.

• Enhance auction efficiency so publishers’ most valuable impressions receive stronger visibility from relevant demand.

This initiative reinforces OpenX’s commitment to performance-focused optimization — continuously improving how supply and demand connect to create value for both buyers and sellers.

Why it matters

For advertisers, this enhancement can help ensure that OpenX supply routed to Amazon DSP aligns more closely with campaign performance goals, supporting more efficient and relevant media delivery.

For publishers, it can help ensure that valuable impressions are better represented to Amazon DSP buyers, supporting stronger competition and more consistent outcomes.

A shared focus on quality and efficiency

“Dynamic Traffic Engine is designed to help supply partners deliver the most relevant opportunities to Amazon DSP buyers,” said Chris Conetta, Director of Omnichannel Supply at Amazon Ads. “Collaborations like this can help programmatic solutions operate more efficiently and deliver stronger results for advertisers and publishers alike.”

OpenX’s work with Amazon Ads reflects a shared commitment to building a smarter, more efficient programmatic marketplace — one where every impression sent has the highest potential to drive value. Reach out to our team to get started.