• by Laurie Sullivan , Yesterday

Amazon plans to work with advertisers to make advertising dynamic by automating changes to commercials running across connected TV (CTV). The technology can add different messages or interactive elements to appeal to viewers at different moments.

“Dynamic TV creative” pulls in shopping and browsing history, activity on Prime Video, product availability, and geography to adjust product details in the ad. It also considers on-screen headlines, and interactive options.

Amazon Ads technology will not change the basic creative concept of the spot, but will adjust it to the viewer’s preferences.

The TV viewer may first see a basic ad, but subsequent views may contain messages that enable viewers to make a purchase or see a range of products related to that item.

The change, announced Monday, is intended to solve ad fatigue -- one of the biggest issues consumers have with viewing repetitive ads. Consumers often see the same ad several times in a row. 

Approximately 68% of more than 500 respondents to a 2025 survey by market research company Epsilon found they most frequently notice repeating advertisements on streaming services — well above what they see on their social-media feeds, mobile apps, websites, TV screens, and more.

The technology turns one creative into a personalized experience, and allows shoppers to "move through the funnel more efficiently while connecting upper-funnel media to real purchase outcomes,” according to Megan Daly, manager, video lead at The Hershey Company.

Amazon Ads announced the offering on the first day of Upfront Week ahead of the debut of the next cycle of TV and video programming.

It is the first capability from Amazon Ads to automatically personalize Interactive Video Ads (IVA) on Prime Video series and films based on the viewer's shopping behavior. 

The capability is now available to select U.S. advertisers that sell on Amazon and run campaigns on Prime Video across categories such as CPG, fashion, and electronics.

Amazon said it will expand to more advertisers in Q3, along with broader inventory access, including live sports and Prime Video Channels.

Google in October 2011 introduced a similar approach for search ads, using multiple creative assets and historical data to dynamically assemble and serve variations. Unlike Amazon Ads creative for TV, Google’s "dynamic assembly" of assets was to automate keyword targeting and headline creation rather than solely managing ad frequency.