Amazon has made a quiet but meaningful change to how marketers can buy its Prime Video inventory, introducing a deal structure that changes one of the most entrenched norms in the CTV ecosystem: fixed pricing.

Private auction (PA) deals, which some buyers got access to testing in the last few weeks, let advertisers buy Prime Video inventory on a dynamic cost basis rather than a fixed CPM, leading to lower-cost campaigns but with fewer guarantees.

“It’s the same inventory, but instead of locking into $28, maybe you get it for $22,” said Adam Epstein, president of the adtech firm Gigi. “You’re giving up some delivery guarantees, but gaining more flexibility and lower costs.”

This pricing flexibility is common in digital display and open web video, but it marks a first for the CTV ad ma

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