Smartly has announced a strategic integration with Amazon’s Demand Side Platform (DSP), which allows advertisers to take their AI-driven video campaigns from Smartly onto Amazon’s premium connected TV (CTV) inventory, including Prime Video, Fire TV, and third-party publishers, in response to the growing demand in this area as budgets for streaming TV are rising globally. The integration allows advertisers to natively add streaming TV activation to their existing Smartly workflows, comprising three core areas: AI-driven creative optimisation and personalisation, which can adapt social-style creative for use in streaming TV, unified campaign creation and optimisation across social and streaming TV, and real-time performance visibility, as well as cross-channel measurement, which can quantify incremental reach and enable budget reallocation based on performance.
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With the elimination of the current barriers to creativity production, which have been the major impediments to the adoption of CTV, the partnership will enable brands to handle end-to-end campaigns from awareness to conversion under a single operating platform, which will be more efficient and personalized. The integration will be rolled out globally from the start, with more features to be introduced during the course of 2026.