Amazon has launched Amazon Ads Agent, a unified platform that brings together its demand-side platform and ads console so marketers can manage sponsored ads, display, video, and audio in one place.
The platform includes an updated chat experience powered by artificial intelligence that assists advertisers across planning, setup, and optimization. Amazon also introduced DVA+, a format that combines display, video, and audio ads that were previously managed separately, powered by its Brand+ and Performance+ tools.
The company said the creative agent can run automatically inside campaigns to generate and adapt assets using generative AI. Capabilities around media planning, targeting, and natural language analytics are rolling out in beta across multiple marketplaces.
The changes are intended to reduce the number of separate interfaces and manual steps required to run multi-format campaigns on Amazon.
Source: Amazon Ads announcements.
