Amazon rebuilds ads as Ads Agent, folds Sponsored Display into DVA+
At unBoxed on Sept. 29, Amazon merged its ads console and DSP into Amazon Ads Agent, opened Full-Funnel Campaigns to all U.S. advertisers and said DVA+, which absorbs Sponsored Display and Sponsored TV, rolls out from late October. Sellers running display ads face the biggest change.
At its unBoxed conference in San Francisco on September 29, Amazon Ads renamed and rebuilt its advertiser platform as Amazon Ads Agent, which merges the ads console and Amazon DSP into one place. Campaigns are now organized into three types: Sponsored ads, Full-Funnel Campaigns and a new display product called DVA+. Full-Funnel Campaigns are available now to all U.S. advertisers, and DVA+, which folds Sponsored Display and Sponsored TV into one buying experience, starts rolling out in late October.