Koah vs Google and Amazon
Koah
The real risk is that Koah is selling monetization into a market where the biggest buyers already own the deepest demand pipes. Google and Amazon can fill more impressions because they aggregate budgets from huge advertiser bases, and they can often pass more of each ad dollar through to publishers because their infrastructure is already built and widely integrated. That makes a switch away from an independent network feel operationally simple and economically attractive.
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Google discloses that AdSense for content publishers keep about 68% of advertiser revenue when demand comes through Google Ads, and 80% after the buy side platform fee. That gives publishers a clear benchmark when comparing Koah against a smaller network that may keep 25% to 35% of spend.
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Amazon pitches publisher monetization around one server side integration, more bidders, and no publisher revenue share in Transparent Ad Marketplace, with SSPs paying a nominal CPM fee instead. In practice, that means a publisher can add demand without giving up a direct cut of every ad dollar to Amazon itself.
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The workflow advantage matters as much as headline take rate. Amazon and Google already offer reporting, brand safety controls, and broad advertiser access inside tools publishers know how to run. A publisher deciding between Koah and a large platform is comparing not just yield, but how many campaigns get filled and how much manual work sits behind each integration.
Going forward, independent AI ad networks win by proving they can create inventory or performance that large platforms cannot easily replicate. If Google and Amazon keep extending their stacks into AI surfaces, Koah will need to offer meaningfully better context matching, ad formats, or economics to remain the preferred monetization layer for AI publishers.