Amazon has launched Complete TV within its DSP, a new campaign type designed to help US advertisers manage upfront commitments and scatter budgets for streaming TV inventory. The tool provides automated ad group generation, real-time performance insights, and cross-platform reach optimization.
The launch of Amazon DSP Complete TV signals a shift toward consolidating legacy TV buying workflows with modern programmatic execution. By allowing agencies to manage fixed upfront commitments alongside flexible scatter budgets in one interface, Amazon is addressing the friction of fragmented streaming investments. This move pressures competing DSPs to offer similar hybrid tools that cater to traditional investment teams moving into digital video. As the market shifts toward unified buying, watch for how this integration affects the pricing of premium streaming inventory during the next upfront cycle.
Amazon DSP Complete TV arrives as Amazon's advertising business accelerates past rivals in connected TV. Amazon reported $19.8 billion in Q2 2026 ad revenue, up 26% year over year, with CEO Andy Jassy crediting new advertiser acquisition through live sports partnerships including the NBA. The Complete TV campaign type extends that momentum into the upfront and scatter workflows that have historically been managed through manual insertion orders and agency trading desks, giving Amazon a unified interface for the premium streaming inventory it now controls across Prime Video, Fire TV, and third-party supply.
The competitive pressure on rival DSPs is measurable. Advertisers are shifting millions of dollars in CTV budgets from The Trade Desk to Amazon's platform, citing lower fees, improved measurement visibility, and exclusive live sports inventory. One global auto brand moved approximately $80 million in annual media spend from The Trade Desk to Amazon by the end of Q1 2026, according to an adtech executive familiar with the deal. Amazon reported 23% year-over-year ad revenue growth in Q4 2025, outpacing CTV market growth by 10 percentage points, while The Trade Desk's growth decelerated to 14%. Complete TV directly addresses the buyer friction that is driving these shifts by consolidating upfront guarantees and scatter flexibility in one workflow.
Amazon has also been restructuring the DSP itself to support this kind of unified buying. At its unBoxed event, Amazon Ads rebranded the DSP as DVA (display, video and audio) and merged it with the ads console into a single product called The Amazon Ads Agent, powered by agentic intelligence that automates campaign setup across streaming TV, audio, and display. A companion product called Full-Funnel Campaigns targets smaller advertisers who want to branch into streaming TV without managing individual supply sources. Complete TV sits within this broader platform consolidation, giving larger buyers the same simplified access to premium streaming inventory that the agentic rebrand promises for smaller ones. With US CTV upfront spending to hit $17.73 billion, this tool is positioned to capture significant market share.
Amazon DSP Complete TV has launched in the US, providing a unified interface for managing upfront commitments and programmatic scatter budgets. By automating ad group generation and offering real-time pacing insights, the tool reduces manual workflow friction, helping advertisers consolidate fragmented streaming investments and optimize reach across premium inventory.
Complete TV is a new campaign type within the Amazon DSP that integrates traditional upfront commitments with programmatic scatter investments, allowing for unified management of TV ad spends.
It automates ad group generation, provides real-time performance insights for commitment fulfillment, and offers supply recommendations to help advertisers convert scatter budgets into targeted streaming inventory.
The launch addresses buyer friction caused by fragmented streaming investments, aiming to consolidate legacy TV buying workflows with modern programmatic execution to better compete with other DSPs.
The tool provides access to premium streaming inventory across Prime Video, Fire TV, and third-party supply.
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