Smartly Integrates with Amazon DSP to Power AI-Driven CTV Campaign Management and Creative Optimization

A new global integration with Amazon DSP has been launched by Smartly, and this integration will enable advertisers to extend their intelligent video campaigns to premium connected TV (CTV). Advertisers can now activate their campaigns on Amazon’s streaming TV estate, including Prime Video and Fire TV, as well as third-party publishers’ inventory, directly through the Smartly platform.

Integration is happening right at the moment when the advertising industry is at crossroads. In fact, as streaming TV continues to gain more ground globally, about 70% of marketers are willing to raise their streaming TV budgets next year. On the other hand, marketers are going beyond just wanting a higher audience; they want personalized advertising at scale, measurable results, and greater flexibility in their marketing tactics. Smartly’s integration is answering these changing needs by adding streaming TV activation to the same workflow advertisers already use to execute their social campaigns.

Bringing AI-Powered Creative Intelligence to CTV

The new integration offers three fundamental features that are intended to simplify CTV activation. First, Smartly is extending its AI-powered creative optimization engine beyond social channels and into CTV. This innovation eliminates traditional barriers of creative production that have often hindered brands’ capacity to successfully scale CTV campaigns.

Also Read: OUTFRONT and AdQuick Partners to Accelerate IRL Media Campaigns

Second, Smartly is enabling advertisers to create, manage, and optimize Amazon DSP campaigns directly within its unified platform. This innovation eliminates the need for advertisers to switch between different platforms and brings social and CTV campaign management under one umbrella.

Third, the integration offers real-time performance visibility across channels. Advertisers are able to gain valuable insights on incremental reach and campaign performance and adjust budgets accordingly based on performance metrics. This capacity for measurement and optimization of performance means CTV is no longer viewed as a traditional awareness channel but as a fully accountable and performance-driven channel of the marketing mix.

Executive Perspectives on Converging Media

“As CTV matures, entertainment, commerce, and social are merging into one experience,” said Melissa Yang, SVP of Ecosystems & AI Applications at Smartly. “This integration gives marketers the performance precision and creative intelligence they’ve long expected in CTV, enabling personalization at scale, real-time optimization, and full-funnel impact. With intelligent creative and direct access to Amazon’s premium supply, Smartly brings the rigor and accountability modern marketers rely on.”

The collaboration underscores a broader shift toward holistic media strategies where social and streaming channels work in tandem rather than isolation.

“Driving impactful business outcomes across channels is key for advertisers and this partnership brings CTV and social campaigns together for maximum, measurable impact,” said Erin McGee, Director, Partner and Advertiser Growth Marketing, Amazon Ads. “Through this integration with Amazon DSP, advertisers and agencies who work with Smartly can now extend their proven social creative to premium streaming inventory in a fraction of the time-driving efficiency, expanding reach, and making streaming TV activation as simple as their social advertising.”

A Strategic Step for Performance-Focused CTV Advertising

As performance-oriented marketers, the CTV landscape is shifting rapidly from a branding-centric platform into a measurable, ROI-based environment. However, as investment increases, so does the pressure on creative performance and attribution. Smartly’s integration directly answers these needs through the unification of creative intelligence, activation, and measurement under one roof.

Through the combination of social-first creative strategies and premium streaming inventory, the partnership allows marketers to tap into additional reach while maintaining consistency of message. Perhaps most notably, however, is the simplicity the partnership brings at a time when media complexity continues to plague marketers.

This is going to be implemented all over the world, and the process of integration is expected to continue until the end of 2026. If you are among those who want to leverage personalization in creative ads and scaling streaming, switching from Smartly is a significant step in the evolution of the CTV ad space.

As the lines between commerce, content, and social interactions continue to blur, this integration is changing the way in which brands engage with multi, channel storytelling. Creativity and performance lie at the heart of this process.