Amazon Ads Rebrands DSP to DVA, Launches Agentic Assistant
At its unBoxed event in San Francisco on September 29, 2026, Amazon Ads announced a major overhaul, renaming its DSP to DVA (Display, Video, and Audio) and merging the console into 'The Amazon Ads Agent.' This AI-powered platform simplifies campaign setup with DVA+ (including Performance Plus and Brand Plus) and Full-Funnel Campaigns, unifying Sponsored Display, Sponsored TV, and programmatic buying. The Agent offers natural language targeting, analytics, and AI guidance, with beta tests showing significant improvements: 18% lower CPMs, 16% lower CPAs, 65% improvement in delivery, and US tests showing a 25% increase in unique customers and over 10% lower cost per impression. Amazon Ads VP Kelly MacLean highlights the platform's accessibility ('programmatic for everyone'), enabling campaigns in as few as four clicks, and attributes success to the authenticated graph connecting 90% of US households, allowing AI to optimize against real purchase signals. In other industry news, Goalhanger is bringing ad sales in-house, a US judge allowed a $3.2B damages suit against Google, IAB Europe finalized CTV standards, Apple's iOS 27 blocked The Trade Desk on Safari, and Dailymotion, Google DV360, and GVTLabs launched new products. Meanwhile, Walt Disney is planning a major restructuring of its television operations, shifting focus from legacy cable and broadcast channels toward streaming-centered organization, led by Debra O'Connell, with hundreds of layoffs expected, reflecting an industry-wide trend toward streaming-first strategies.