Observed Signal · Mar 2, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Smartly Integrates with Amazon DSP for Enhanced CTV Advertising
Smartly announced an integration with Amazon DSP that lets advertisers extend Smartly video campaigns to Amazon’s premium Connected TV (CTV) inventory — including Prime Video and Fire TV — as well as third‑party publisher inventory. The integration is available globally, with additional features scheduled to roll out later in 2026. It brings AI-powered creative optimization and personalization into CTV workflows, enabling advertisers to create, manage and optimize Amazon DSP campaigns within Smartly alongside social campaigns, with real‑time performance visibility and cross‑channel measurement to inform budget reallocation and incremental reach analysis. Smartly and Amazon Ads executives highlighted the efficiency, expanded reach, and measurement benefits for advertisers.
Integration connects creative automation and campaign management to Amazon DSP's premium CTV inventory, simplifying CTV activation and cross‑channel measurement — relevant to advertisers shifting budgets to streaming but not a platform‑level policy change.
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Key Takeaways & Evidence Grounding
- Smartly announced an integration with Amazon DSP to extend Smartly video campaigns to Amazon’s premium CTV inventory, including Prime Video and Fire TV, plus third‑party publisher inventory.
- The integration is available globally; additional features will roll out later in 2026.
- Smartly's platform enables AI-powered creative optimization and personalization and allows advertisers to create, manage, and optimize Amazon DSP campaigns within the same workflow used for social advertising.
- The unified workflow provides real‑time performance visibility across channels and supports cross‑channel measurement of incremental reach and streamlined budget reallocation.
- Amazon Ads and Smartly executives (Erin McGee and Melissa Yang) emphasized efficiency, expanded reach, personalization at scale, and measurable cross‑channel outcomes.
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Smartly and Roku Partner to Bring Social Performance to CTV
Smartly, an AI-powered advertising technology platform, announced a partnership with Roku, Inc. to integrate Smartly with Roku Ads Manager via the Roku Ads API. The integration enables advertisers to run connected TV (CTV) campaigns using the same tools and social strategies they use for social media, streamline creative adaptation of social assets for TV, and measure outcomes on Roku’s streaming platform. Smartly and Roku say the connection will speed campaign activation, improve precision and measurability, and allow brands to extend high-performing social campaigns to the TV screen. The press release includes quotes from Smartly CEO Laura Desmond and Patrick Harris, Roku’s SVP of Global Advertising Sales & Partnerships. The article was published on 2026-06-17.
Smartly and Roku Announce CTV Partnership
Smartly announced a partnership with Roku, Inc. on June 18, 2026 to bring social advertising performance workflows to Connected TV. The integration creates a direct connection between Smartly and Roku Ads Manager via the Roku Ads API, enabling marketers to activate CTV campaigns using the same tools and assets they use for social advertising. The collaboration aims to streamline creative adaptation for TV, speed campaign activation, and provide measurable outcomes on Roku’s streaming platform. The announcement includes quotes from Laura Desmond, CEO of Smartly, and Patrick Harris, SVP, Global Advertising Sales & Partnerships at Roku.
Amazon Adds Creative Optimization to Interactive CTV Ads
Amazon Ads has launched Dynamic TV Creative, a new creative-optimization feature within its Interactive Video Ads suite that customizes interactive elements of CTV ads using deterministic signals from Amazon’s household graph and shopping data. The product is available now to U.S. advertisers who sell on Amazon in categories such as CPG, fashion and electronics, with a broader rollout to additional customers and inventory — including live sports — planned for Q3 2026. Dynamic TV Creative resizes video or image assets for different formats and swaps pre-approved headlines, buttons and calls-to-action but does not generate wholly new copy; advertisers must approve the creative options. Amazon positions the tool as AI-powered automation for creative selection rather than full asset creation, and says the capability aims to improve engagement, reduce ad fatigue and drive sales on its retail-linked streaming inventory.
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