Demand Side Platform 🤝 Display, Video, Audio (+) At unBoxed 2026, Amazon folded
By Gibby H · November 4, 2026 · Curated by George's Blog
Demand Side Platform 🤝 Display, Video, Audio (+)
At unBoxed 2026, Amazon folded DSP into Amazon Ads Agent. Programmatic is now called DVA (display, video, audio), and the new default campaign type is DVA+.
So what is DVA+? DVA+ is one campaign that runs streaming TV, online video, display, and audio across Amazon properties and the open web. You pick a goal (sales, traffic, awareness), add your products and creative, set a budget, and Amazon’s AI handles everything. Targeting, inventory, bids, format mix- all taken care of!
🔶 What’s getting rolled in
Sponsored Display, Sponsored TV, and programmatic DSP campaigns now all start from the same place.
Who has access?
🔸 Sellers, vendors, and even brands that don’t sell on Amazon
🔸 No minimum spend, billed on CPM
🔸 New and Sponsored Ads-only advertisers get DVA+ by default and can request advanced settings through their account manager
🔸 Existing DSP advertisers and agencies get both
Are the old DSP controls gone?
🔸 No. They live under “advanced settings”: manual targeting, deals, supply sources, frequency caps, bidding. Same workflow, new home.
What does this mean for sellers?
🔸 Lower barrier. Brands that never touched DSP can now get in.
🔸 Less control by default. The AI makes the calls unless you open advanced settings.
🔸 Creative can be built from your product pages, so your listings matter even more.
🔸 Existing campaigns, audiences, and history carry over.
Would love to hear everyone's take on DVA+ in the comments!
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