Observed Signal · Sep 29, 2026 · Product Launch · Source: AdExchanger · Impact: 4/5 · Sentiment: Positive
Amazon Ads Rebrands DSP to DVA, Launches Agentic Assistant
At its unBoxed event, Amazon Ads announced a major overhaul of its advertising platform. The Amazon DSP has been renamed DVA (display, video, audio), and the DSP and sponsored ads console are merged into a new interface called 'The Amazon Ads Agent.' This agentic system, powered by AI, unifies workflows for advertisers, enabling a seamless experience across campaign types. New features include DVA+ with Performance Plus and Brand Plus campaign types, and Full-Funnel Campaigns for small advertisers to easily run ads across channels like streaming TV and audio. The platform auto-generates media plans and optimizes campaigns, with natural language analytics. This push aims to simplify the historically complex and siloed Amazon ad platform.
Amazon Ads, a major ad platform, is overhauling its advertising products with agentic AI, consolidating its DSP and console into a unified agent. This could simplify programmatic buying and increase Amazon's ad market share, impacting advertisers and the wider AdTech ecosystem by setting new standards for AI-driven, self-serve platforms.
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Key Takeaways & Evidence Grounding
- Amazon Ads renamed Amazon DSP to DVA (display, video, audio).
- Amazon Ads merged the DSP and Sponsored Products console into 'The Amazon Ads Agent'.
- New DVA+ includes Performance Plus (bottom-funnel) and Brand Plus (branding) campaign types.
- Full-Funnel Campaigns allow small advertisers to run ads across channels like streaming TV and audio.
- Amazon Ads acquired Sizmek ad server business in 2019.
Connected Companies & Entities
2 Entities mapped“Amazon Ads has overhauled its DSP and the sponsored product ... announced at its unBoxed event....”
“For years after it acquired the Sizmek ad server business in 2019......”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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OpenAI Expands ChatGPT Plugins with App-like Interfaces and Automations
At its Dev Day presentation, OpenAI announced new plugin extensions for ChatGPT, allowing developers to build app-like experiences directly within the chat interface. These extensions will give apps a dedicated home in the ChatGPT sidebar and support interactive panels, including file viewers tailored to developers' products. OpenAI is also introducing a Plugin Creator tool to simplify plugin development and submission, along with improved ranking and recommendation in the plugin directory. Users can approve access needs individually. ChatGPT Sites can host these plugins, enabling sharing with colleagues who can use them with their own connected data. Additionally, OpenAI announced support for the proposed MCP Events specification, allowing plugins to trigger automations based on events in connected apps, making automations easier to add and manage.
Amazon Ads unifies buying tools, boosts AI in campaigns
At its unBoxed conference, Amazon Ads announced major changes to its advertising platform, including renaming its unified platform to Amazon Ads Agent and launching Full-Funnel Campaigns and DVA+. These products aim to collapse previously separate advertising workflows, such as sponsored ads and programmatic buying, while giving Amazon's AI a larger role in media planning and optimization. Advertisers can specify objectives, budget, and creative, while Amazon's AI handles execution. The moves are intended to make programmatic advertising accessible to a wider range of advertisers, from small businesses to enterprise buyers. However, the announcement comes amid ongoing FTC allegations about secret surcharges in Amazon's ad auctions, raising questions about transparency and control as Amazon's AI assumes more decision-making responsibilities. Industry observers advise caution and emphasize the need for advertisers to interrogate auditability, third-party data integration, and fee structures.
OpenAI DevDay 2026: Agents, Codex, and ChatGPT Expansion
OpenAI's DevDay 2026 keynote unveiled over 20 major announcements across its ecosystem, including the introduction of Dots, always-on AI agents that handle tasks on behalf of users, and significant upgrades to Codex with cloud environments and a code review feature. The company expanded ChatGPT as a collaborative platform with Spaces, plugin extensions, and a new OpenAI Marketplace. Key updates include the Astra Ultrafast model with API availability, a Decisions API for complex reasoning, and Agents API with computer use capabilities. Notably, OpenAI also announced managed agents on AWS Bedrock and partnerships with 16 identity and tool providers such as Cognition, Notion, and Vercel. These developments underscore OpenAI's push towards agentic AI and an open ecosystem, targeting its 1.2 billion weekly users.
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