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Amazon Publisher Services

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Amazon Publisher Services (APS)

DirectionDestination
Environment
Web
Capability
Identity Signal
SDK RequiredYes
Product(s) RequiredCore Platform

Amazon Publisher Services (APS) is a header bidding platform that helps publishers maximize revenue through real-time bidding. Permutive activates identity signals in APS bid requests.

Setup

Troubleshooting

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Overview

Amazon Publisher Services (APS) is a cloud-based header bidding solution that enables publishers to offer their ad inventory to multiple demand sources. APS provides publishers with access to Amazon’s demand alongside other programmatic buyers through a transparent, fee-free marketplace. Key benefits include:
  • Access to Amazon Demand: Connect with Amazon as a bidder on your inventory. As one of the most visited sites globally, Amazon offers significant advertiser demand.
  • Reduced Latency: APS’s server-side header bidding infrastructure minimizes page load impact compared to traditional client-side solutions.
  • Transparency: Full visibility into who bids, at what price, and how auctions are won—with no hidden fees.
  • Signal Measurement: APS’s Signal IQ helps publishers measure how identity signals influence bid rates, CPMs, and revenue from demand partners.
Permutive integrates with APS to activate identity signals from third-party identity providers in bid requests, improving addressability and match rates for demand-side platforms. This integration is a Destination only:
  • Destination (Identity Signal Activation): Permutive retrieves identity signals from third-party identity providers (RampID, ID5, UID2) and makes them available for APS bid requests via the ORTB2 user.eids field.
The APS integration currently supports identity signal activation only. Cohort activation is not available for APS at this time.

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How It Works

  1. Integration Enablement: The integration is enabled and configured by Permutive and APS upon customer request—no publisher-side module installation is required.
  2. Identity Provider Configuration: Identity providers (RampID, ID5, UID2) must be configured in the Permutive Dashboard. The Permutive Web SDK retrieves identity envelopes from these providers.
  3. Client-Side Activation: Identity signals are included in APS bid requests via the standard ORTB2 user.eids field, ensuring compatibility with DSPs that support this standard.
Use cases include:
  • Pass identity signals (RampID, ID5, UID2) to APS bidders for enhanced addressability and targeting.
  • Improve match rates with demand-side platforms by providing persistent identity signals.
  • Leverage APS’s Signal IQ to measure the revenue impact of your identity signal investments.

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Environment Compatibility

EnvironmentSupportedNotes
WebYesRequires Permutive Web SDK
iOSNoNot supported
AndroidNoNot supported
CTVNoNot supported
API DirectNoNot supported

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Prerequisites

Before enabling the APS integration, ensure you have the following:
  • Permutive Web SDK: The Permutive Web SDK must be deployed on your website to collect and retrieve identity signals.
  • Identity Provider Setup: You must have at least one identity provider (RampID, ID5, or UID2) configured in the Permutive Dashboard. See the RampID, ID5, or UID2 integration documentation for setup instructions.
  • APS Account: You must have an active Amazon Publisher Services account with header bidding enabled.
  • Customer Success Manager Approval: This integration requires coordination between Permutive and APS and must be enabled by your Customer Success Manager.

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Setup

1

Configure Identity Providers in Permutive Dashboard

Ensure you have configured at least one identity provider (RampID, ID5, or UID2) in the Permutive Dashboard. Navigate to Identity → Catalog and follow the setup instructions for your chosen identity provider(s).See the Identity Integration Catalog for detailed setup guides for each provider.
2

Contact Your Customer Success Manager

The APS integration is available on request and requires coordination between Permutive and Amazon Publisher Services. Contact your Customer Success Manager to:
  • Request enablement of the APS integration
  • Provide your APS account details
  • Confirm which identity providers you want to activate (RampID, ID5, UID2, or a combination)
Your CSM will work with both Permutive’s engineering team and APS to enable the integration on your behalf.
3

Verify Identity Signal Activation

After the integration is enabled, verify that identity signals are being included in APS bid requests:
  1. Open your browser’s Developer Tools and navigate to the Network tab
  2. Filter for requests to APS endpoints (typically aax.amazon-adsystem.com)
  3. Inspect the bid request payload and look for the user.eids field
  4. Confirm that your configured identity providers (RampID, ID5, UID2) are present in the eids array
If you do not see identity signals in the bid requests, contact Permutive Support for assistance.

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Data Types

The APS integration does not collect data from APS. It only sends identity signals to APS for activation in bid requests. For details on the identity signals sent to APS, refer to the documentation for your configured identity provider:

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Troubleshooting

If identity signals are not present in APS bid requests:
  1. Verify Identity Provider Configuration: Ensure your identity provider (RampID, ID5, or UID2) is properly configured in the Permutive Dashboard under Settings > Identity.
  2. Check Web SDK Deployment: Confirm the Permutive Web SDK is deployed and loading correctly on your website. Open your browser’s Developer Tools Console and look for any Permutive-related errors.
  3. Verify Integration Enablement: Confirm with your Customer Success Manager that the APS integration has been fully enabled for your account.
  4. Check User Consent: If operating in regions with GDPR or similar privacy regulations, verify that the user has provided appropriate consent for identity signal collection and activation.
  5. Contact Support: If identity signals are still not appearing, contact Permutive Support with the following information:
    • Your APS account ID
    • Which identity providers you have configured (RampID, ID5, UID2)
    • Example bid request payloads showing the missing user.eids field
If the integration was previously working but identity signals are no longer appearing:
  1. Check for Identity Provider Expiration: Some identity providers have time-limited envelopes. Verify that your identity provider tokens have not expired by checking the Permutive Web SDK’s local storage for identity data.
  2. Verify APS Configuration: Confirm with APS that there have been no recent changes to your APS account configuration that might affect identity signal passthrough.
  3. Review Permutive Dashboard Settings: Check the Permutive Dashboard to ensure your identity provider configuration has not been modified or disabled.
  4. Contact Support: If the issue persists, contact Permutive Support for assistance in diagnosing the problem.
The APS integration currently supports identity signal activation only. Cohort activation is not available for APS at this time.If you need cohort activation in the programmatic bidstream, consider using the Prebid integration, which supports both cohort activation and identity signal activation.Contact your Customer Success Manager if you have questions about roadmap or future support for cohort activation in APS.

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Changelog

For a complete list of updates and changes, visit changelog.permutive.com.