Amazon DSP: ContentURL & AmazonAdBot

Note

Since July 2026, AmazonDSP asks all oRTB inApp traffic to give them a mean to scan the content of the App’s page on which the ad will be displayed for brand safety purposes. For more information please refer to https://adbot.amazon.com/

Complying with these requirements, ensures:

• Continued access to Amazon demand — inventory that AmazonAdBot can verify will remain eligible for the full pool of Amazon advertisers.
• Brand safety compliance — Amazon must verify content suitability before serving advertiser campaigns.

Pass app.content.url in each BidRequest

Please ensure your OpenRTB bid requests include the corresponding web URL of the content currently being viewed in-app by the user. This should be done using the app.content.url field, for example:

"app": {
 "content": {
   "url": "https://publishersite.com/article/12345"
 }
}

Danger

Content URL requirements

• Must be the specific web URL corresponding to the viewed content (not a deep link or app store URL)
• Must be publicly accessible (not behind login)
• Must be accessible to AmazonAdBot (see below)

Allow AmazonAdBot to access content pages

Please make sure that AmazonAdBot can access content pages by reviewing your site’s configuration:

• robots.txt
  • Remove any disallow or crawl-delay rules for: User-agent: AmazonAdBot
  • And an explicit Allow rule for pages where ads appear
• If you use bot protection tools (e.g. Cloudflare, Akamai, AWS WAF, CAPTCHA):
  • Allow requests from:
    • User-Agent:Mozilla/5.0 (compatible; AmazonAdBot/1.0; +https://adbot.amazon.com)
    • Source IPs: Listed here
    • Ensure the reverse DNS resolves to an amazonadbot.com subdomain
  • For paywalled content, ensure AmazonAdBot has access to content pages for verification