Overview
- Amazon says its Authenticated Graph now deterministically reaches about 90% of U.S. households for targeting and measurement.
- The company is previewing a Live Events Optimizer in Amazon DSP to concentrate spend on specific games and time slots with automated pacing and event-level reporting.
- Amazon’s DSP now carries premium inventory from partners including Netflix, Disney+, Hulu, ESPN, Paramount+ and Spotify, with a newly announced deal to sell NBC’s 2026 Winter Olympics ads.
- A rebuilt platform introduces Smart Mode and Expert Mode, supported by AI agents that generate creative, set up campaigns and optimize performance.
- Amazon is courting non‑endemic brands and plans a Q1 2026 debut for a full‑funnel product, with an upfront showcase set for May 11 at New York’s Beacon Theatre.