Amazon DSP vs The Trade Desk vs DV360: Which One Should You Choose in 2026?
Amazon DSP
Best for: Brands using Amazon shopping data Starts at: Self-service or managed; managed ~$50k min Amazon DSP review Full profilePick Amazon DSP if you need brands using Amazon shopping data. Pick The Trade Desk if independent cross-channel programmatic matters more. The table and three-question quiz below show where they differ.
The Trade Desk
Best for: Independent cross-channel programmatic Starts at: % of media spend (take rate) The Trade Desk review Full profileSide-by-side comparison
| Feature | Amazon DSP | The Trade Desk |
|---|---|---|
| Best for | Brands using Amazon shopping data | Independent cross-channel programmatic |
| Pricing model | Self-service or managed; managed ~$50k min | % of media spend (take rate) |
| Starting price | Self-service or managed; managed ~$50k min | % of media spend (take rate) |
| Launched | – | 2009 |
| Headquarters | – | Ventura, CA |
| Team size | – | 1001-5000 |
| Key features | Programmatic display, video and audio, Streaming TV (Prime Video), Amazon audience targeting, Retargeting on and off Amazon | Programmatic display and video, Connected TV, Audio, Retail media data, Kokai AI buying platform |
| Our score | 76.2 / 100 | 77.3 / 100 |
From each company's public pricing page and review profiles, checked Oct 27, 2026. Prices change: confirm on the vendor's site before you buy.
Pros and cons
Amazon DSP
- Unique Amazon shopping audiences
- Access to Prime Video ads
- No management fee self-serve
- Managed service needs ~$50k spend
- Fees not publicly listed
The Trade Desk
- Media-neutral, independent
- Strong CTV reach
- Large scale ($2.44B revenue)
- Take rate on top of media
- Often needs agency or big budget
Amazon DSP vs The Trade Desk vs DV360: the core differences
All three are demand-side platforms for buying programmatic display, video and streaming TV ads. Amazon DSP stands out for Amazon’s shopping audiences and for ads that reach people on and off Amazon. The Trade Desk is an independent platform with broad inventory across the open web and connected TV. DV360, Google’s Display & Video 360, connects closely with Google Marketing Platform and offers access to YouTube inventory.
So the main question is which data and inventory matter most to you.
When each one fits
Brands that sell on Amazon often start with Amazon DSP, because it can retarget product viewers and report on Amazon sales. Meanwhile, advertisers who want a neutral, cross-channel buying platform often prefer an independent DSP. Teams already invested in Google’s analytics and ad tools may find DV360 the easiest fit.
Access models differ too. Some buyers work through agencies or managed services, while others get self-serve seats with minimum spend commitments.
How to decide
To begin with, define the goal: Amazon sales, reach on streaming TV or site traffic. Next, ask each platform or agency for case studies in your category. Then run a test with a clear holdout. As a result, you will judge incremental sales rather than last-click reports.
Which should you choose?
Answer three questions. The pick is worked out from the prices, scores and features in the table above.
Alternatives to consider
FAQs: Amazon DSP vs The Trade Desk vs DV360
Amazon DSP vs The Trade Desk vs DV360: which is better?
Neither Amazon DSP nor The Trade Desk vs DV360 is better for everyone. The side-by-side table compares them point by point, and the short quiz below it recommends one based on your goal, team size and sales channels.
Amazon DSP vs The Trade Desk vs DV360: which is cheaper?
Compare the starting-price rows in the table above, then price Amazon DSP and The Trade Desk vs DV360 at your real volume (contacts, orders, seats or spend), because entry plans include different limits and features.
Amazon DSP vs The Trade Desk vs DV360: which suits Amazon and Shopify sellers?
For Amazon and Shopify sellers, the deciding factors are native integrations, how each handles marketplace data, and reporting. The 'Which should you choose' section maps common seller situations to Amazon DSP or The Trade Desk vs DV360.