United States – Smartly has announced an integration with Amazon DSP that enables advertisers to extend their video campaigns to Amazon’s premium connected TV (CTV) inventory, including Prime Video, Fire TV, and third-party publisher inventory.
The company said the integration responds to increasing demand for CTV solutions as investment in streaming continues to grow. According to Smartly, more marketers plan to increase their streaming budgets over the next year, while seeking improved personalisation, agility, and measurable results. The integration is available globally, with additional features expected to roll out later in 2026.
Through the integration, advertisers can activate streaming TV campaigns within their existing Smartly workflows. The offering introduces three core capabilities: AI-powered creative optimisation and personalisation from social channels to streaming, campaign management for Amazon DSP within the same workflow used for social advertising, and real-time performance visibility across channels.
Smartly stated that the new capability is designed to address creative production bottlenecks that have limited CTV activation for some advertisers. It also allows cross-channel measurement of incremental reach and supports budget reallocation based on performance insights.
“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 personalisation at scale, real-time optimisation, 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.”
Erin McGee, director, partner and advertiser growth marketing at Amazon Ads, said the partnership is intended to help advertisers drive measurable outcomes across channels.
“Driving impactful business outcomes across channels is key for advertisers and this partnership brings CTV and social campaigns together for maximum, measurable impact,” McGee said. “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.”
Smartly said that as performance expectations for CTV continue to rise, advertisers are seeking greater visibility into cross-channel creative performance. The company added that its platform aims to connect creative insights, activation, and measurement in a single system to support brands navigating what it describes as a converging media landscape.
