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Amazon DSP Enables AI-Managed TV Buying

  • 03.04.2025
  • Source: Media Post
  • by: Laurie Sullivan
Amazon DSP Enables AI-Managed TV Buying
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Amazon Ads announced a new platform Tuesday in its demand side platform (DSP) supported by artificial intelligence (AI) that aims to help TV buyers plan, manage, and measure streaming TV buys.

Complete TV provides recommendations for managing streaming budget allocation across Prime Video and premium streaming publishers.

Buyers and media planners in the past had to manage linear budgets across multiple DSPs. Now they can combine them on one platform, from Prime Video to Disney+, Peacock, Fox and others. Bringing them together lets Amazon’s AI tools make recommendations, and manage and optimize budgets.

Advertisers enter details and audience signals of the company’s streaming TV plan. Complete TV uses real-time insights to get the most from reach and frequency signals across linear and streaming channels.

Kelly MacLean, vice president of Amazon DSP, called Complete TV the “first-ever tool that automatically manages upfront commitments and scatter budgets, using real-time pacing insights and AI-powered capabilities to help advertisers reach high-value audiences, drive ROI, and eliminate media waste.”

Amazon’s move to integrate AI-driven automation into its demand-side platform (DSP) for TV buying is yet another example of Big Tech consolidating power in the digital advertising ecosystem. While efficiency and automation are appealing, conservatives should be wary of the increasing influence of centralized algorithms in shaping the media landscape. AI-managed TV buying gives Amazon unprecedented control over ad placements, data collection, and audience targeting, raising concerns about viewpoint discrimination and market competition. When a few dominant players dictate advertising access, smaller businesses and independent voices risk being drowned out. The free market thrives on transparency and choice—both of which could be eroded if AI-driven ad placement favors certain narratives over others. Regulators and advertisers alike should demand greater oversight to ensure this technology enhances competition rather than stifles it. ~Political Media 
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