Getting started with Amazon UAM

Amazon has launched a new product in Web Advertising segment,  it’s – Unified Ad Marketplace (UAM). It aims to cater web publishers who want to take advantage of header bidding technology but do not have time or expertise to make a switch from traditional waterfall setup to managing header bidding partners on their own.

List of Ad networks and exchanges who display ads through UAM –

  • Amazon
  • Rubicon Project
  • OpenX
  • PubMatic
  • AppNexus
  • ad:tech
  • district m
  • RhythmOne

With UAM, all you need is an active DFP account (with primary currency must be either USD, CAD, EUR, GBP, JPY, or INR) and you’re good to go. If you already have an invite or Amazon Associates account you can login here : and continue or submit the application for your website.

DFP Set up

Google DFP setup is fairly simple because UAM has automated line item setup for you.  You just need to follow the UAM guidelines –

  1. Allow DFP Account access – to push line items for you
  2. Enable API access and push line items

Website Setup

There are many ways to integrate UAM with your existing ad setup. But I’m going with the simplest approach where you integrate UAM standalone and other line items from your DFP would compete/deliver when UAM does not beat the RPM from your existing ad partner (e.g AdX or Adsense). You need to update ads.txt for UAM (available in UAM dashboard) before you start serving ads.

Here is a sample code from one of my website. This one needs to be implemented in head section.

And here is the corresponding ad unit that needs to be included on the page, where the ad would be displayed.

Result : It has improved overall ad revenue by around 20% for one of my website. Earlier I was using just Adsense for monetization. That website doesn’t not have enough traffic for a complicated header bidding setup, but with UAM it’s fairly easy to do so. If you go ahead with UAM, consider sharing your results in the comments.

Note : And by the way, I’ve updated my blog after a really long time :-). I’ve been busy with my other web projects (mostly niche applications) and recently a social project I started in my village (North Bihar, India) to raise awareness on air pollution and so. If you want to know more, read here :

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