Amazon DSP vs. StackAdapt: Which Programmatic Platform Delivers More for Advertisers?

As programmatic advertising becomes more central to how brands and agencies plan media, choosing the right demand-side platform (DSP) is critical. Two platforms that often come up in this conversation are Amazon DSP and StackAdapt. Both offer sophisticated tools for running campaigns across display, video, and connected TV—but their underlying strengths, data access, and inventory partnerships differ significantly.

If you’re evaluating which platform to invest in, here’s a breakdown of how Amazon DSP and StackAdapt compare across targeting, inventory, transparency, and measurement.

Targeting and Data Access

Amazon DSP offers advertisers access to Amazon’s proprietary first-party data, which includes browsing, purchase, and streaming behavior from millions of Amazon users. This allows brands to build precise, in-market audiences based on real consumer activity. Whether targeting shoppers researching SUVs, looking for luxury beauty products, or streaming specific shows, Amazon’s data allows advertisers to reach people based on intent—not just demographics.

StackAdapt, in contrast, relies heavily on third-party data providers and contextual targeting. While it offers tools like page-level keyword targeting and predictive modeling, it does not have access to deterministic consumer data tied to a specific commerce ecosystem. For advertisers who want to target based on behavior or closed-loop purchase signals, this can be a limitation.

Streaming TV and Video Inventory

Amazon DSP offers exclusive access to high-quality streaming inventory through platforms like Fire TV, Twitch, Freevee, and Prime Video. In addition, Amazon has direct integrations with premium publishers across the open web and works with partners like Disney and Roku to extend its CTV reach. This gives advertisers more control over where their ads appear and ensures placements in brand-safe, high-impact environments.

StackAdapt does provide access to connected TV and video inventory, but primarily through third-party supply-side platforms. While the UI is easy to use, it offers less visibility into exact placements and limited control over the quality of publisher environments. For advertisers prioritizing premium video as part of their strategy, this difference in supply access can significantly affect campaign outcomes.

Cost Structure and Transparency

Amazon DSP generally requires higher media minimums, but it offers lower effective CPMs for premium inventory due to its direct access and reduced reliance on middlemen. Campaigns benefit from negotiated rates, priority placement, and fewer bidding inefficiencies. Reporting is transparent, with clear insights into where ads ran, who saw them, and what actions were taken.

StackAdapt is more flexible with budget requirements, making it attractive to smaller advertisers or agencies managing multiple clients with lower media spend. However, CPMs can vary depending on the data and inventory selected, and because there are more intermediaries in the supply chain, CPM efficiency may suffer in certain campaigns. While StackAdapt does provide real-time reporting, it lacks Amazon’s ability to track user behavior across the entire shopping journey.

Attribution and Performance Measurement

Amazon DSP stands out for its ability to tie media exposure directly to outcomes. Advertisers can track whether users who saw an ad went on to view a product page, add an item to cart, or complete a purchase—both on and off Amazon. This closed-loop measurement is one of the platform’s most powerful advantages.

StackAdapt supports view-through and click-through attribution and integrates with third-party analytics platforms. However, it cannot match Amazon’s deterministic measurement tied to actual shopping behavior, which means advertisers get less clarity on which impressions drove meaningful results.

Platform Usability and Support

StackAdapt is widely known for its user-friendly interface and fast onboarding. It appeals to media teams that want to launch campaigns quickly and manage them without extensive technical training. The platform offers strong customer support and is often seen as a good fit for mid-sized agencies or in-house teams without a deep programmatic background.

Amazon DSP, on the other hand, requires more expertise to operate effectively. While its interface has improved significantly, it’s best leveraged through a partner with experience in Amazon Ads. The payoff is a more powerful platform with deeper controls, but one that demands a more strategic approach.

Final Thoughts

StackAdapt is a solid choice for teams looking for a self-serve, easy-to-navigate platform with flexible minimums and decent targeting tools. It’s a good fit for exploratory campaigns or mid-sized advertisers just getting started in programmatic.

Amazon DSP, on the other hand, is built for advertisers who want scale, precision, and measurable performance. With access to exclusive inventory, unmatched shopper data, and closed-loop attribution, it delivers more control, more insight, and ultimately more results—especially for brands looking to invest in streaming TV and full-funnel campaigns.

For agencies and advertisers ready to go beyond simple targeting and start measuring true outcomes, Amazon DSP offers a strategic edge.

At Lambos Digital, we help agencies and brands activate campaigns on Amazon DSP with clarity, speed, and transparency. If you're ready to explore what a more advanced media strategy looks like, let’s talk.

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