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# Amazon merges DSP and ad console into one AI ‘Ads Agent’
- URL: https://www.medianexis.com/amazon-merges-dsp-and-ad-console-into-one-ai-ads-agent/
- Published: 2026-09-30T19:03:41.000Z
- Updated: 2026-10-08T23:20:33.000Z
- Description: AdExchanger’s James Hercher reports that Amazon Ads unveiled a platform overhaul at unBoxed, renaming Amazon DSP as DVA and merging it with the ad console into a single AI-driven interface called the Amazon Ads Agent.
- Author: The Signals Desk
- Tags: Ad-tech, AI, James Hercher, Lauren Johnson, Amazon Ads DSP agentic rebrand

**Why it matters.** Advertisers who default into DVA+ hand campaign setup and optimization to Amazon’s AI unless they actively toggle out, giving Amazon more control over how budgets get allocated across its own inventory.

*Based on reporting by* [*adexchanger.com*](https://www.adexchanger.com/content-studio/amazon-ads-and-the-amazon-dsp-get-an-agentic-rebrand/?ref=medianexis.com) *—* [*James Hercher*](https://www.medianexis.com/tag/by-james-hercher/) *·* [*adweek.com*](https://www.adweek.com/commerce/amazon-rebuilds-its-ad-platform-around-ai-agents/?ref=medianexis.com) *—* [*Lauren Johnson*](https://www.medianexis.com/tag/by-lauren-johnson/) *·* [*digiday.com*](https://digiday.com/media-buying/at-its-flagship-unboxed-conference-amazon-ads-collapses-buying-silos-as-ai-takes-a-bigger-role-in-media-decisions/?ref=medianexis.com) *—* [*Ronan Shields*](https://www.medianexis.com/tag/by-ronan-shields/) *·* [*mediapost.com*](https://www.mediapost.com/publications/article/418323/amazon-reboots-ad-business-emphasizes-agentic.html?edition=143994&ref=medianexis.com) *—* [*Laurie Sullivan*](https://www.medianexis.com/tag/by-laurie-sullivan/)*.*