Amazon Blurs Lines Between Retail Media and Programmatic Advertising
Amazon has unveiled its latest offerings at its flagship unBoxed conference, including a unified platform called Amazon Ads Agent and two new products: Full-Funnel Campaigns and DVA+.
The company is collapsing buying silos as AI takes on a bigger role in media decisions. Advertisers will specify the products, creative, and budget for their campaign, while Amazon's AI determines execution and continuously optimizes toward outcomes such as new-to-brand customers and long-term sales metrics.
Amazon is expanding its AI layer to span planning, campaign creation, optimization, measurement, and support. The company maintains that greater automation does not mean abandoning advertiser control, with reporting showing buyers where their ads were delivered and DVA+ advanced settings retaining conventional programmatic controls.