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Amazon DSP Rebranded as DVA in Agentic Overhaul

Amazon Ads has renamed its demand-side platform to DVA (Display, Video and Audio) and overhauled its sponsored product and search-based ad console at the un Boxed event in San Francisco.

Amazon DSP Rebranded as DVA in Agentic Overhaul

Key takeaways

  • Amazon DSP has been renamed DVA, expanding its focus from display to video and audio advertising
  • The sponsored product and search-based ad console for on-platform ads received a complete overhaul
  • The rebrand is described as 'agentic,' suggesting AI-driven changes to the platform's functionality

Context

This rebranding comes as Amazon expands its advertising capabilities beyond e-commerce into streaming, audio, and connected TV. The move positions DVA as a more comprehensive programmatic solution competing with other major DSPs in the market.

Independent summary. View original source.