Amazon Reboots Ad Business with Agentic Advertising

Amazon has revamped its advertising business to focus on agentic advertising, introducing new campaign types and a rebranded platform. The company's AI-powered ad platform, Amazon Ads Agent, now offers three streamlined campaign types: Sponsored Ads, Display, Video, and Audio (DVA+), and Full-Funnel Campaigns.

The full-funnel campaigns tie together every format from streaming television to sponsored ads, allowing advertisers to reach more upper funnel and see benefits in other campaigns. The AI-based technology assesses the brand's strategy and determines whether running ads on specific sites will gain the full benefit.

Amit Bhattacharyya, vice president of full-funnel products, AI & Modeling at Amazon Ads, said, 'When you run full-funnel campaigns and reach more upper funnel, we also see benefits in other campaigns they run.'

The platform uses trillions of shopping, browsing, and streaming signals to automatically place ads across streaming TV, online video, display, and audio on Amazon properties and the open internet. Advertisers can select a goal, add products and creative, set a budget, and launch.