Amazon renamed its unified ad buying platform Amazon Ads Agent at its unBoxed conference and introduced two products that hand more of the planning and optimization to its AI. Full-Funnel Campaigns, available now to all US advertisers, runs streaming TV, video, display, and sponsored ads as one campaign. Advertisers supply the budget, products, and creative, while Amazon’s AI plans, places, and tunes the ads. DVA+, which starts rolling out in late October, folds Sponsored Display, Sponsored TV, and programmatic buying into a single campaign where advertisers choose a goal of sales, traffic, or awareness and Amazon places the ads across its own properties and the open web. But experienced programmatic buyers can still set targeting, deals, frequency caps, and bids by hand.
