On November 12, 2025, Amazon launched Ads Agent targeting capabilities within Amazon DSP at the annual unBoxed conference. This innovative feature leverages AI to provide audience segment recommendations, drastically reducing the manual effort required for campaign targeting. Advertisers can define objectives through natural language or document uploads, receiving pre-populated targeting suggestions. This automation addresses the complexities of programmatic advertising by offering tailored audience segment and keyword recommendations, accompanied by clear rationales. The feature is designed to enhance advertiser efficiency while retaining control over strategic decisions. Initially available in the U.S., the system reflects Amazon’s commitment to integrating first-party data from its ecosystem, distinguishing it from competitors. The unified Campaign Manager platform supports these capabilities, enabling advertisers to streamline workflows and leverage advanced targeting without needing specialized knowledge. As a result, small to medium-sized businesses can more easily participate in programmatic advertising, potentially shifting market dynamics.
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