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Amazon merges DSP and ad console into one AI ‘Ads Agent’

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.

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 — James Hercher · adweek.com — Lauren Johnson · digiday.com — Ronan Shields · mediapost.com — Laurie Sullivan.

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