Amazon Marketing Cloud vs Viant DSP

Amazon Marketing Cloud7.9Visit VDViant DSP7.9Visit

Amazon Marketing Cloud #7 in Demand Side Platform 7.9/10 Free plan Free plan✓ 0 of 1 features Visit Amazon Ads

vs

VD Viant DSP #8 in Demand Side Platform 7.9/10 Pricing on request ✓ 0 of 1 features Visit Viant

• Amazon Marketing Cloud fits best

  Analysts building privacy-preserving Amazon audiences

• Viant DSP fits best

  Enterprise teams focused on cross-channel measurement

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Side by side

Feature	Amazon Marketing Cloud 7.9/10 Visit ↗	VDViant DSP 7.9/10 Visit ↗
At a glance
Editor score	7.9	7.9
Ranking	#7 in Demand Side Platform	#8 in Demand Side Platform
Best for	Analysts building privacy-preserving Amazon audiences	Enterprise teams focused on cross-channel measurement
Pricing model	Free	Paid
Starting price	Free plan	Pricing on request
Free plan	✓ (best)	—
Free trial	—	—
Deployment	Cloud	Cloud
Platforms	Web	Web
Built for	Small business, Mid-market, Enterprise	Mid-market, Enterprise
Features Amazon Marketing Cloud 0/1 · Viant DSP 0/1
Attribution reporting	Not checked yet	Not checked yet
Specs
Buying model	Not checked yet	Not checked yet
Ad channels	Not checked yet	Not checked yet
Inventory access	Not checked yet	Not checked yet
Targeting options	Not checked yet	Not checked yet
Supported regions	Not checked yet	Not checked yet
Our review
Pros	Creates and activates custom audiences through Amazon advertising channels Measures campaigns and customer journeys across selected data sources Offers SQL analysis, reporting APIs and audience management APIs	Plans and buys across CTV, mobile, audio, desktop, and other formats Connects first-party audience activation with household identity resolution Measures online and offline conversions with attribution reporting
Cons	Audience activation is focused on Amazon advertising channels Inputs must be pseudonymized and outputs are aggregated and anonymous Support channels are limited to documentation	Pricing is tailored to client needs rather than published by plan Requires a sales conversation to establish pricing Its broad feature set may exceed the needs of single-channel buyers
Our verdict	Amazon Marketing Cloud is a cloud-based data clean room for advertisers who need to analyze Amazon Ads signals alongside advertiser-provided inputs and selected third-party signals. It is particularly relevant to analysts building… Read the review →	Viant DSP brings programmatic campaign planning, buying, and measurement into one platform for brands, agencies, and media buyers. Its channel coverage includes connected TV, digital out-of-home, mobile, audio, desktop, and in-game… Read the review →

Strengths and trade-offs

• Amazon Marketing Cloud — where it wins

  • Creates and activates custom audiences through Amazon advertising channels
  • Measures campaigns and customer journeys across selected data sources
  • Offers SQL analysis, reporting APIs and audience management APIs

  Where it doesn't

  • Audience activation is focused on Amazon advertising channels
  • Inputs must be pseudonymized and outputs are aggregated and anonymous
  • Support channels are limited to documentation

• Viant DSP — where it wins

  • Plans and buys across CTV, mobile, audio, desktop, and other formats
  • Connects first-party audience activation with household identity resolution
  • Measures online and offline conversions with attribution reporting

  Where it doesn't

  • Pricing is tailored to client needs rather than published by plan
  • Requires a sales conversation to establish pricing
  • Its broad feature set may exceed the needs of single-channel buyers

• Amazon Marketing Cloud7.9/10 · Free plan

  Free audience and measurement analytics for eligible advertisers, not a primary media-buying DSP.

  Visit Amazon AdsFull verdict →
• VDViant DSP7.9/10 · Pricing on request

  A cross-channel DSP combining campaign buying, audience activation, and attribution.

  Visit ViantFull verdict →