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# PPC Land’s glossary maps how Amazon built its STV ad business
- URL: https://www.medianexis.com/ppc-lands-glossary-maps-how-amazon-built-its-stv-ad-business/
- Published: 2026-11-14T22:16:41.000Z
- Updated: 2026-11-14T22:16:42.000Z
- Description: PPC Land’s Luis Rijo explains that STV is Amazon’s shorthand for streaming TV ads across Prime Video, Twitch and Fire TV, now folded into DVA+ after Amazon retired the DSP name and Sponsored TV branding in 2026.
- Author: Medianexis Signals Desk
- Tags: Ad-tech, Luis Rijo, Amazon's Sponsored TV skipped in unified cross-platform reports

**Why it matters.** Buyers can no longer compare streaming TV results directly with search ROAS since Amazon’s own guidance tells advertisers to exclude STV spend from that calculation.

*Signal from* [*ppc.land*](https://ppc.land/?ref=medianexis.com) *·* [*Luis Rijo*](https://www.medianexis.com/tag/by-luis-rijo/) *·* [*read the original*](https://ppc.land/stv/?ref=medianexis.com)*.*