This year, Fire TV pulled nearly even with Roku as the top OTT platform in terms of US household penetration. Roku and Fire TV control the most programmatic video inventory, aside from YouTube, which channels deal IDs and media buys through Ads Data Hub, Google’s analytics service, and its Display & Video 360 DSP.
Roku told AdExchanger after it acquired dataxu that it plans to keep its inventory marketplace open to third-party DSPs and to maintain dataxu’s ecosystem approach with an open advertising ID.
“Being an open ecosystem is essential to how we operate here,” said Roku SVP and ad platform GM Scott Rosenberg at the time. “It’s both good to the ecosystem and good business.”
For now, that ecosystem closed a little more.
Amazon did not say whether it will allow other third-party DSPs besides The Trade Desk access to Fire TV inventory. Nor did it say how other DSPs could be considered for the service.
Removing dataxu will leave the Amazon DSP and The Trade Desk as the only programmatic buying platforms with access to Amazon's share of Fire TV inventory, one of the largest and most lucrative pools of CTV supply.