• by Laurie Sullivan  @lauriesullivan, March 4, 2025

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.”

Advertisers also can use first-party measurement tools from Amazon Prime Video across other platforms like Peacock, for example.

The platform is powered by Ad Relevance. It delivers relevant ads everywhere, independent of ad IDs, by analyzing trillions of Amazon shopping, browsing, and streaming signals along with real-time information about the content being viewed. It monitors places across Amazon and premium publishers to understand where customers are in their journey and deliver relevant ads.

Advertisers can use the toolset to activate any audience strategy and combine their 15 existing streaming TV supply deals, along with insights from linear TV, to create TV campaigns. It sits alongside AI-driven ADSP enhancements including brand awareness tool Brand+ and Performance+.

The full suite of Complete TV capabilities is available in beta and will be widely available in the for the 2025 and 2026 broadcast season.