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Amazon TAM

Moli provides native integration with Amazon's Transparent Ad Marketplace (TAM), allowing you to include Amazon as a header bidding partner alongside Prebid.js. TAM enables access to Amazon's demand sources and provides additional revenue opportunities.

Overview​

Amazon TAM integration helps you:

  • Access Amazon's demand sources and advertisers
  • Increase competition in your ad auctions
  • Improve fill rates and revenue
  • Maintain transparency in the bidding process
  • Integrate seamlessly with existing Prebid setups

How TAM Works​

TAM Integration Flow​

  1. TAM Initialization - Load and initialize the TAM library
  2. Slot Registration - Register ad slots with TAM
  3. Bid Request - Request bids from Amazon's demand sources
  4. Bid Response - Receive and process TAM bids
  5. Auction Integration - Include TAM bids in your ad auction

TAM vs Prebid​

  • TAM - Amazon's proprietary header bidding solution
  • Prebid - Open-source header bidding framework
  • Integration - Both can work together in the same auction

Basic Configuration​

Enable TAM​

Enable TAM in your Moli configuration:

const moliConfig: Moli.MoliConfig = {
  slots: [ /* ... */ ],
  a9: {
    pubID: 'your-publisher-id',
    timeout: 1000,
    cmpTimeout: 1000
  }
};

TAM Slot Configuration​

Configure TAM for specific ad slots:

const slot: Moli.AdSlot = {
  domId: 'content_1',
  adUnitPath: '/1234/content_1',
  sizes: [[300, 250], [728, 90]],
  position: 'in-page',
  behaviour: { loaded: 'eager' },
  
  a9: {
    mediaType: 'display', // optional, default is display
    labelAll: ['mobile'] // optional
  }
};

Advanced TAM Configuration​

Publisher Configuration​

Configure TAM with publisher-specific settings:

const moliConfig: Moli.MoliConfig = {
  slots: [ /* ... */ ],
  a9: {
    pubID: 'your-publisher-id',
    scriptUrl: 'https://c.amazon-adsystem.com/aax2/apstag.js',
    timeout: 1000,
    cmpTimeout: 1000,
    enableFloorPrices: true,
    floorPriceCurrency: 'EUR',
    supportedSizes: [[300, 250], [728, 90], [970, 250]],
    publisherAudience: {
      enabled: true,
      audienceId: 'your-audience-id'
    },
    // this changes the ad unit path length sent to Amazon TAM
    slotNamePathDepth: 2
  }
};

Slot Name Path Depth​

Amazon TAM uses the ad unit path as a slot identifier. Depending on the depth of your ad slot hierarchy, this can be a bit too granular for Amazon TAM. The slotNamePathDepth setting controls the number of segments that should be included.

Configure the maximum depth for slot name paths:

a9: {
  pubID: 'your-publisher-id',
  timeout: 1000,
  cmpTimeout: 1000,
  slotNamePathDepth: 3 // Maximum depth for slot name paths
}

Example:

Ad slot path is /1234/my-site/content_1/mobile/native This would be cut to /1234/my-site/content_1. The first three segments are 1234, my-site and content_1.

Slot-Level Configuration​

Configure detailed TAM settings for each slot:

const slot: Moli.AdSlot = {
  domId: 'content_1',
  adUnitPath: '/1234/content_1',
  sizes: [[300, 250], [728, 90]],
  position: 'in-page',
  behaviour: { loaded: 'eager' },
  
  a9: {
    labelAll: ['content', 'premium'],
    mediaType: 'display',
    slotNamePathDepth: 3
  }
};

Label Filtering​

Filter ad slots based on labels:

const slot: Moli.AdSlot = {
  domId: 'content_1',
  adUnitPath: '/1234/content_1',
  sizes: [[300, 250]],
  position: 'in-page',
  behaviour: { loaded: 'eager' },
  
  a9: {
    labelAll: ['content', 'premium'], // Must have ALL these labels
    labelAny: ['mobile', 'desktop']   // Must have ANY of these labels
  }
};

Media Type​

Specify the media type for the slot:

const slot: Moli.AdSlot = {
  domId: 'video_1',
  adUnitPath: '/1234/video_1',
  sizes: [[300, 250]],
  position: 'in-page',
  behaviour: { loaded: 'eager' },
  
  a9: {
    mediaType: 'video' // 'display' or 'video'
  }
};

Slot Name Path Depth Override​

Override the global slot name path depth for specific slots:

const slot: Moli.AdSlot = {
  domId: 'content_1',
  adUnitPath: '/1234/content_1',
  sizes: [[300, 250]],
  position: 'in-page',
  behaviour: { loaded: 'eager' },
  
  a9: {
    slotNamePathDepth: 3 // Override global setting for this slot
  }
};

TAM with Prebid Integration​

Combined Header Bidding​

Use TAM alongside Prebid for maximum competition:

const slot: Moli.AdSlot = {
  domId: 'content_1',
  adUnitPath: '/1234/content_1',
  sizes: [[300, 250], [728, 90]],
  position: 'in-page',
  behaviour: { loaded: 'eager' },
  
  // TAM configuration
  a9: {
    labelAll: ['content'],
    mediaType: 'display'
  },
  
  // Prebid configuration
  prebid: {
    adUnit: {
      mediaTypes: {
        banner: { sizes: [[300, 250], [728, 90]] }
      },
      bids: [
        { bidder: 'appNexus', params: { placementId: 123 } },
        { bidder: 'criteo', params: { networkId: 456 } }
      ]
    }
  }
};

TAM Configuration Options​

Publisher ID​

The pubID is your Amazon Publisher ID:

a9: {
  pubID: 'your-publisher-id', // Required
}

Script URL​

Customize the TAM script URL (optional):

a9: {
  pubID: 'your-publisher-id',
  scriptUrl: 'https://c.amazon-adsystem.com/aax2/apstag.js', // Default
  timeout: 1000,
  cmpTimeout: 1000
}

Timeouts​

Configure bid and CMP timeouts:

a9: {
  pubID: 'your-publisher-id',
  timeout: 1000, // Bid timeout in milliseconds
  cmpTimeout: 1000 // CMP consent timeout in milliseconds
}

Floor Prices​

Enable floor price support:

a9: {
  pubID: 'your-publisher-id',
  timeout: 1000,
  cmpTimeout: 1000,
  enableFloorPrices: true, // Enable floor price support
  floorPriceCurrency: 'EUR' // Floor price currency
}

Not that prebid's currency module is used for floor price currency conversion as Amazon TAM has not been able to support different currencies than USD.

Supported Sizes​

Specify which ad sizes to request from TAM:

a9: {
  pubID: 'your-publisher-id',
  timeout: 1000,
  cmpTimeout: 1000,
  supportedSizes: [[300, 250], [728, 90], [970, 250]] // Only request these sizes
}

This is useful if you have none standard sizes, which are typcially ignored by Amazon TAM.

Publisher Audiences​

Configure Amazon Publisher Audiences:

a9: {
  pubID: 'your-publisher-id',
  timeout: 1000,
  cmpTimeout: 1000,
  publisherAudience: {
    enabled: true,
    audienceId: 'your-audience-id'
  }
}

TAM Monitoring​

Debug Console​

Use the debug console to monitor TAM behavior:

// Enable debug mode
localStorage.setItem('moliDebug', 'true');

// Open debug console
window.moli.openConsole();

// Monitor TAM events in the console

Network Monitoring​

Monitor TAM requests in browser developer tools:

// Check network tab for TAM requests
// Look for requests to Amazon TAM endpoints
// Monitor bid responses and performance

TAM Testing​

Test Mode Configuration​

const moliConfig: Moli.MoliConfig = {
  environment: 'test',
  slots: [ /* ... */ ],
  a9: {
    pubID: 'test-publisher-id', // Use test publisher ID
    timeout: 1000,
    cmpTimeout: 1000
  }
};

Debug TAM Integration​

// Enable debug mode
localStorage.setItem('moliDebug', 'true');

// Open debug console
window.moli.openConsole();

// Monitor TAM integration in the console

TAM Best Practices​

Appropriate Timeouts​

// ✅ Good - Reasonable timeouts
a9: {
  timeout: 1000, // 1 second bid timeout
  cmpTimeout: 1000 // 1 second CMP timeout
}

// ❌ Avoid - Too aggressive timeouts
a9: {
  timeout: 100, // Too short
  cmpTimeout: 100 // Too short
}

Label Strategy​

// ✅ Good - Logical label filtering
a9: {
  labelAll: ['content'],
  labelAny: ['mobile', 'desktop']
}

// ❌ Avoid - Too restrictive labels
a9: {
  labelAll: ['content', 'premium', 'featured', 'sponsored', 'exclusive'] // Too many required labels
}

Size Configuration​

// ✅ Good - Appropriate size selection
a9: {
  supportedSizes: [[300, 250], [728, 90], [970, 250]] // Common sizes
}

// ❌ Avoid - Too many sizes
a9: {
  supportedSizes: [[300, 250], [320, 50], [320, 100], [728, 90], [970, 90], [970, 250], [970, 66], [970, 415]] // Too many sizes
}

API Reference​

TAM (Transparent Ad Marketplace) functionality in Moli is configured through the a9 property in MoliConfig and AdSlot configurations. There are no direct TAM methods in the MoliTag interface.

For detailed API documentation, see the MoliTag API reference.

Configuration Notes​

  • pubID: Your Amazon Publisher ID (required)
  • timeout: Bid request timeout in milliseconds
  • cmpTimeout: Consent Management Platform timeout in milliseconds
  • enableFloorPrices: Enable yield optimization floor price support
  • floorPriceCurrency: Currency for floor prices (e.g., 'EUR', 'USD')
  • supportedSizes: Array of ad sizes to request from TAM
  • labelAll/labelAny: Filter slots based on labels
  • mediaType: Specify 'display' or 'video' media type
  • slotNamePathDepth: Maximum depth for slot name paths

TAM integration is configured through the configuration objects and handled automatically by the ad tag.