Observed Signal · Oct 22, 2026 · Interview · Source: Meedia · Impact: 4/5 · Sentiment: Positive
Amazon Ads Germany Head: CTV and E-Commerce Merge
In an interview with MEEDIA, Nils Gräf, Managing Director of Amazon Ads Germany, discusses the integration of streaming TV and e-commerce. He highlights the launch of the Amazon Ads Agent, a unified AI-powered ad interface combining the DSP and Ads Console, enabling advertisers to book inventory across Amazon, Prime Video, Twitch, Fire TV, as well as external partners like Netflix, Disney+, and Spotify. Gräf emphasizes the importance of live sports, announcing UEFA Champions League rights until 2031 and the inclusion of Prime Video live sports in AGF measurement since June 2026. He also details the growing adoption of AI tools, with 70% of German SMEs saying AI makes streaming TV advertising feasible, and the success of Interactive Pause Ads and Fire TV Premium Takeovers in increasing engagement and reach.
This interview provides strategic insights into Amazon Ads' integration of CTV, e-commerce, and AI, signaling a major shift in how streaming TV advertising is bought and measured, impacting the AdTech ecosystem.
Track Amazon Ads Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Amazon Ads launched the Amazon Ads Agent, unifying its DSP and Ads Console into an AI-powered interface.
- Amazon holds UEFA Champions League streaming rights in Germany until 2031.
- Prime Video live sports (Wimbledon, UEFA Champions League, NBA) have been included in AGF measurement since June 2026.
- 70% of German SMEs say AI-powered ad tools make streaming TV advertising viable for them.
- Interactive Pause Ads on Prime Video showed a 30% increase in attention in US tests.
Connected Companies & Entities
4 Entities mapped“Amazon Ads is launching the Amazon Ads Agent, a unified AI-powered advertising interface.”
“Amazon DSP offers inventory from publishers like Axel Springer.”
“Amazon DSP also connects to publishers such as Funke.”
“A biometrische Studie von Genius Sports und MediaScience shows ads after emotional moments double brand recall.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Amazon Unveils AI Tools: Campaign Manager & Ads Agent
Amazon has announced AI-powered tools Campaign Manager and Ads Agent to expand its Ad Tech portfolio. Campaign Manager will unify the Ads Console and Amazon DSP into a single platform, while Ads Agent operates within the Amazon Marketing Cloud to convert questions into actionable insights. The tools are now available to advertisers in Germany, with Prime Video Ads already expanding to 16 countries and reaching about 315 million customers per month worldwide. The article notes Netflix and Spotify ad inventories will be offered via the Amazon DSP in Germany, reinforcing Amazon’s growing control over its ad ecosystem. Cyrus Zaboli, Head of Ad Tech Germany at Amazon Ads, calls the move a milestone that will streamline cross-channel campaign management and accelerate AI-powered purchasing across the funnel. The piece also mentions ongoing industry discussions around AI agents on platforms.
Amazon Prime Video Ads Thrive: New Features Ahead!
ADZINE interviewed Nils Gräf about Prime Video with ads after its first year. In the EU5 region (Germany, UK, France, Italy, Spain), 80% of Amazon Ads customers who booked Prime Video ad inventory in the first six months subsequently booked additional Prime Video campaigns in the following six months. Prime members can choose between an ad-supported tier and an ad-free option for €2.99 per month, with the majority remaining on the ad-supported plan. Gräf notes Prime Video ads are most effective as part of a full-funnel strategy, citing HP and Unilever/Magnum as successful examples. For 2025, Amazon announced interactive formats: Interactive Video Ads and Interactive Shoppable Carousels, plus Pause Ads that use QR codes or a learn-more overlay; Shoppable Carousels are limited to brands with products in the Amazon Store. Additional developments include enhanced targeting across streaming, shopping, and browsing signals, Reach Planner integration with AGF data, and expansion of the Amazon Marketing Cloud with High Value Audiences and Optimal-Frequency analyses. Also highlighted were AI-driven tools like a cloud SQL generator and a Video Generator, with content focus on premium TV, films, and live sports.
Amazon Adds Prime Video Live Sports to AGF Measurement
AGF Videoforschung will include Prime Video’s event livestreams in its standardized audience reporting, extending an existing measurement of Prime Video films and series that began at the end of 2025. The change means Prime Video’s live sports — starting with Wimbledon at the end of June 2026 and becoming especially relevant for the Champions League season in autumn — will appear in AGF’s weekly program‑brand reports and monthly most‑streamed single‑show rankings when they reach sufficient view counts. AGF says the data integration uses an existing server‑to‑server integration and will follow AGF quality and transparency standards. Kerstin Niederauer‑Kopf (AGF) and Nils Gräf (Amazon Ads Deutschland) commented on the move’s role in improving market transparency for advertisers.
Receive all future signals for Amazon Ads & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.