Amazon Marketing Cloud vs Basis DSP

Amazon Marketing Cloud (AMC) is a cloud-based clean room for analytics and audience building across pseudonymized Amazon Ads signals and advertiser inputs. Built on AWS Clean Rooms, it brings together signals from Amazon properties, advertisers, and onboarded third-party providers for flexible querying. Advertisers can form audiences from engagement records, conversion events, and segments, then activate them for sponsored, video, and display ads. AMC can also measure customer journeys across Amazon Ads media and channels, including advertising impact at Amazon stores and advertiser-owned sites. Users can generate insights and visualizations without SQL using curated templates and Ads Agent assistance; SQL analysis is also supported. Ads Data Manager and related tools connect signals, while APIs support reporting, audience management, and first-party signal onboarding. Outputs are aggregated and anonymous, and advertiser-uploaded signals remain in a dedicated instance that Amazon cannot access or export. AMC provides 25 months of ad traffic signals and hundreds of campaign fields. It is available at no cost to eligible advertisers through web and API access.

Basis DSP gives media buyers tools to plan, buy, and manage campaigns across programmatic inventory, audiences, and data. Its interface combines programmatic planning and activation with search, social, and site direct. Campaign channels include connected TV, video, native, audio, display, and mobile advertising. Targeting options include cross-device, contextual, TV, hyper-local, behavioral, demographic, and retargeting approaches. Basis lists more than 25,000 audience segments from over 30 data providers, plus a private marketplace library with over 2,000 active deals across hundreds of sites. An AI engine analyzes campaign data for algorithmic and machine learning optimization. Brand protection includes partner vetting and automated monitoring, alongside integrations for privacy-compliant addressability and measurement. The platform interoperates with search, social, and ad server platforms. Its Enterprise API can support custom media-buying workflows and interfaces, and Basis offers consulting and onboarding for media teams. The platform is available via web and API; pricing is on request.