Amazon Ads introduces Complete TV: High-performance TV buying and management made seamless

March 4, 2025

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Amazon Ads has announced Complete TV, a new capability on Amazon DSP that helps TV buyers plan, manage, and measure their holistic streaming TV buys to deliver spend commitments in full. Complete TV provides TV buyers with AI-powered recommendations for managing streaming budget allocation across Prime Video and premium streaming publishers. Advertisers enter their streaming TV plan details and audience signals; Complete TV then utilizes real-time insights to maximize reach and frequency across linear and streaming channels.

“Advertisers deserve easier ways to plan and manage their streaming TV spend,” said Kelly MacLean, Vice President of Amazon DSP. “Complete TV is a 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.”

Through a suite of capabilities tailored specifically for modern TV buying, advertisers can combine their existing streaming TV supply deals, along with insights from linear TV, to create highly efficient and impactful TV campaigns.

The new Complete TV on Amazon DSP offers:

  • Maximized audience reach. Complete TV makes it easy for advertisers to holistically manage reach and frequency with up to 95% addressability,1 which is enabled by Ad Relevance, Amazon Ads innovative AI-backed approach to determine relevant ad opportunities across the open internet.
  • Interoperable with existing tools. Media planners can either use the Complete TV tool in Ads Planner or integrate with agency tools or their preferred technology service through a privacy-safe Application Programming Interface (API) to input their budget, custom audience, and upfront rates to determine the ideal budget allocation across publishers.
  • Advanced performance analytics. Advertisers can use Amazon-enhanced insights to measure true business impact—from publisher reach and overlap to brand lift and top conversion paths across all ad investments, including linear TV—through Complete TV dashboard insights and custom analysis in the Amazon Marketing Cloud (AMC).
  • Realized cost savings at every step. Advertisers save with industry-leading low fees—0% for programmatic guaranteed (PG) deals on Amazon properties and 1% for PG deals on premium streaming publishers—while getting valuable insights at no cost.

Powered by Ad Relevance, the Complete TV toolset can be used to activate any audience strategy, and sits alongside AI-driven Amazon DSP enhancements including Brand+ and Performance+. Ad Relevance delivers more relevant ads everywhere, independent of ad IDs. It does this by analyzing trillions of Amazon shopping, browsing, and streaming signals in conjunction with real-time information about the content being viewed on Amazon and across premium publishers to understand where customers are in their journey and deliver relevant ads.

Amazon Ads offers full-funnel advertising solutions to help businesses of all sizes achieve their marketing goals at scale. With exclusive properties like Prime Video and Twitch, Amazon Ads helps advertisers reach an average monthly ad-supported audience of more than 275 million in the U.S. across Amazon's owned and operated properties in addition to tens of millions of customers through our direct integrations with premium streaming publishers.

The full suite of Complete TV capabilities is currently available in beta and will be widely available in the 2025/26 broadcast season.

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1 Amazon Internal Data, 2024