Introducing AI-powered deal selection and optimization

What launched?

Amazon DSP has launched automatic deal selection, a new feature that automatically curates a custom group of deals based on your campaign objectives and targeting criteria. Available for Streaming TV campaigns where Goal is set to Awareness and KPI is set to Reach, this feature regularly monitors and updates eligible deals throughout the campaign flight using machine learning.

During line item setup, locate the Inventory section and click the checkbox next to “Automatic deal selection”.

Why is it important?

Automatic deal selection reduces the need for manually navigating through hundreds of available deals to find opportunities that align with your campaign objectives. The feature uses machine learning to continuously analyze performance data and automatically optimize deal selection throughout the campaign, adding high-performing deals and removing under-performing ones without manual intervention. This helps streamline campaign management for advertisers with lean in-house teams looking to maximize reach efficiently while reducing the manual deal management burden.

Where is the feature available?

• North America: United States

Who can use it?

• Self-service advertisers

Where do I access it?

• UI - ADSP Self Service
• Public API

API specific:

Automatic deal selection is also available through the Amazon Ads API via the Inventory Group resource under the Deal Management API (beta). When automatic deal selection is enabled on a line item, the system creates and manages an inventory group with curationSourceType set to AMAZON_CURATED_AGENT, distinguishing it from advertiser-curated or Amazon-curated groups. Key Inventory Group fields include inventoryGroupId, name, inventoryType, advertisingDealIds (the collection of deal IDs in the group), and createdInRegion.

To create an automatic deal selection line item, create an inventory group with curationSourceType set to AMAZON_CURATED_AGENT, inventoryType set to STREAMING_TV. Note that automatic deal selection is only supported for line items for streaming TV awareness campaigns. Advertisers can retrieve the inventory group and its associated deals programmatically, and monitor deal-level delivery metrics through the DealPerformance and DealPlanningMetrics entities.

For full technical details, refer to the Inventory Group API documentation.