Digestmeasurement
Airbridge adds Amazon Ads as an app measurement channel
Reported news
By UA Ledger staff — 2 min read
Airbridge says Amazon Ads is now an integrated MMP channel for install and in-app event attribution, with postbacks to Amazon Ads / Amazon DSP — and raw-data masking on Amazon-attributed fields.
Airbridge has added Amazon Ads as an integrated measurement channel for app campaigns. In a 16 September 2026 product post, the MMP says marketers can attribute installs and in-app events from Amazon Ads, send performance signals back to Amazon Ads / Amazon DSP for optimisation, and compare results in Airbridge’s unified reporting. Neither the blog nor the help centre claims exclusive or industry-first MMP support.
What the integration covers
Airbridge’s materials describe Amazon Ads inventory spanning Amazon.com, Prime Video, Fire TV, Twitch and Amazon DSP. Treat that list as vendor marketing of Amazon’s placements, not an independent inventory audit.
The Amazon Ads channel integration guide documents install and in-app event attribution plus postbacks. Default mapping sends Install to MOBILE_APP_FIRST_START, with presets that include Sign-up, Subscribe and Order Complete. Advertiser ID is required; ASIN is optional for running ads or completing the integration.
Operator caveat: raw-data masking
For Amazon-attributed events, Airbridge’s help centre says raw data masks channel and campaign fields (attributedChannel shown as Restricted), while standard reports still show channel and campaign normally. Separately, events from a restricted Airbridge SDK are not sent to Amazon Ads via postback. Build exports and BI jobs with that masking in mind before treating Amazon as a fully transparent raw-log channel.
Operator implication
Teams already testing Amazon Ads / Amazon DSP / Twitch / streaming TV for app installs should connect Airbridge (or confirm their MMP’s Amazon support), map purchase and subscribe events for postbacks, and verify Advertiser ID setup. Keep raw-data Restricted fields next to the measurement win — this is enablement, not a claim that every Amazon surface is live in every market.