🇺🇸 USPPC & AdvertisingLow ImpactAugust 10, 2026
Amazon DSP Adds Publisher-Hosted Creatives for Google Ad Manager Programmatic Guaranteed Deals Across 33 Markets
Self-service Amazon DSP advertisers running programmatic guaranteed deals with publishers on Google Ad Manager in the 33 listed markets
Amazon Ads announced on August 10, 2026 that Amazon DSP now supports publisher-hosted creatives on programmatic guaranteed deals transacted through Google Ad Manager. Until now, creative assets on these deals had to be served from Amazon DSP or a third-party ad server; advertisers can now buy inventory where the publisher's own ad server delivers the creative. Amazon frames the change as opening up premium inventory from broadcasters, news platforms and major publishers that host creatives in-house for compliance, format or delivery reasons. The capability covers display and video formats and is available to self-service Amazon DSP advertisers in 33 markets.
Key Points
- Amazon DSP now supports publisher-hosted creatives on Google Ad Manager programmatic guaranteed deals — the creative is served from the publisher's ad server rather than from Amazon DSP or a third-party server
- Supported formats are display and video, surfaced in Amazon DSP under the 'Third party display' and 'Third party video creatives' options with a 'Publisher-hosted' label
- Available in 33 markets across five regions: US, Canada and Mexico in North America; Brazil in South America; 17 European markets including Germany, Spain, France, Italy, the UK, Belgium, Switzerland, Poland, Turkey, Austria, the Netherlands, Sweden, Finland, Norway, Ireland, Denmark and Luxembourg; seven Middle East markets including Saudi Arabia, the UAE, Israel, Egypt, Morocco, Bahrain and Kuwait; and Australia, India, Japan, New Zealand and Singapore in Asia Pacific
- The announcement describes access for self-service Amazon DSP advertisers; it does not mention managed-service buyers
- China is not on the 33-market list, even though it was included in the 34-market Amazon DSP account consolidation announced July 30, 2026
- Amazon positions the change as unlocking premium inventory from broadcasters, news platforms and major publishers that require in-house creative hosting for compliance, format or delivery reasons
What You Should Do Now
- 1If you negotiate programmatic guaranteed deals directly with broadcasters or publishers, ask whether they host creatives in their own ad server — those deals are now transactable through Amazon DSP
- 2Look for the 'Publisher-hosted' label under the 'Third party display' and 'Third party video creatives' options when setting up a deal in Amazon DSP
- 3If you buy in China through Amazon DSP, note that it is not included in this launch and plan creative hosting for those deals accordingly
Official Source
PPC Land →This summary is written in our own words based on the official source linked above. Policies may be updated after publication. Always check the official Amazon source for the latest details.