Amazon Marketing Cloud vs Yahoo 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.

Yahoo DSP is a demand-side platform for advertisers and agencies buying ad space on other companies’ sites and apps. Its campaign workflow covers planning, audience targeting, creative, curation, optimization and measurement across Connected TV, native, audio, digital out-of-home and display. Audience tools combine Yahoo, third-party and advertiser first-party data into people-based or contextual segments. Planning features include cross-screen TV, digital out-of-home, supply-path and audience insights. Yahoo Blueprint supports campaign forecasting and optimization throughout the campaign lifecycle. Advertisers can connect their own agents through MCP or APIs, use Yahoo DSP agents, or combine the approaches; the DSP Agent Network also connects with partner AI agents. Audio campaigns can use Spotify music and podcast inventory, as well as partners including iHeartMedia, SiriusXM, Acast and Libsyn. Its REST API supports programmatic management of campaigns, targeting, deals and reports. Yahoo describes TalonPro as an always-on ad-fraud avoidance solution, and says third-party verification providers may also be used. Yahoo directs prospective customers to contact its team for details; no price or trial offer is stated.