Amazon Display, Video, and Audio (DVA+)

Amazon Ads' flagship unified programmatic buying platform, leveraging Amazon's first-party data and inventory across display, video, and audio channels with AI-driven campaign optimization

Amazon Display, Video, and Audio (DVA+) is the next-generation programmatic advertising platform from Amazon Ads, launched in 2026 as the successor to Amazon DSP. It consolidates capabilities previously spread across Amazon DSP, Sponsored Display, and Sponsored TV into a single unified buying surface, enabling advertisers to plan and execute display, video, and audio campaigns through one integrated product. Existing DSP campaigns, deals, and audience segments carried over seamlessly at launch, ensuring continuity for current advertisers. DVA+ is accessed through Amazon Ads Agent, Amazon's AI-powered interface for campaign management. A key innovation is its AI default mode, which automatically selects between Brand+ (for brand awareness objectives) and Performance+ (for conversion-focused objectives) based on the advertiser's campaign goals. This agentic approach reduces manual configuration and positions DVA+ at the forefront of AI-driven programmatic buying. As a unit of Amazon Ads, DVA+ benefits from Amazon's first-party shopping, streaming, and behavioral data across properties including Prime Video, Twitch, Amazon.com, and the broader Amazon Publisher Services network. It competes directly with major DSPs such as The Trade Desk, Google DV360, and Yahoo DSP, differentiating itself through exclusive access to Amazon's proprietary audience signals and inventory across one of the world's largest e-commerce and media ecosystems.