Kelly MacLean, VP Engineering, Product & Science at Amazon Ads, comments on what changes for French advertisers with the arrival of Ads Agent on the DSP
JDN. You announce that Ads Agent is now available on Amazon DSP in France. Beyond the simple configuration of campaigns, the agent will soon offer French advertisers targeting segments. Can you tell us more?
Kelly MacLean. Ads Agent supports the advertiser from planning to measurement, including configuration and the actual purchase. The buyer also has the choice of doing it himself or letting the agent do it while controlling his decisions step by step, with total transparency on his recommendations. Concerning the targeting agent, which will be available in France in a few months, the advertiser will only need to explain which targets he intends to reach, so that the agent offers a selection of segments in a much more fluid and simple way for the advertiser.
The central point to note in all this agentic innovation is the significant simplification that AI allows us to implement. Historically, DSPs have been very complex and difficult to use. Now, whether you are a small or medium advertiser or a large brand, you can implement performance, branding or full funnel strategies in a few clicks with the help of Ads Agent.
Can the Ads Agent today buy everything for the advertiser via the DSP: display, instream, CTV, etc.? ?
All kinds of inventory are now purchasable with the agent, display, video, audio, etc. No longer need the advertiser to master each of Amazon’s formats, nor the specificities of Netflix, Disney+ or other inventory sources. All he has to do is indicate his objectives to the agent.
What level of transparency do you offer to advertisers?
As granular as possible. In our reporting, the advertiser knows exactly where their campaign was displayed, data that other platforms do not easily provide.
What can you tell us about the ongoing MCP integrations?
The MCP now also covers the inventory accessible via the DSP: 95% of our APIs are accessible via MCP. I can tell you that adoption is very strong. Some agencies prefer to use our Ads Agent, others operate with their own in-house agent, which we authorize to integrate with us via the MCP protocol. Our goal is to remain as open and interoperable as possible.
What are the next steps planned by Amazon Ads in the field of media buying?
Our main goal is to simplify omnichannel advertising activation. We have brought together our two media buying systems, Sponsored Links and DSP, and above all Ads Agent makes the ad buying experience holistic and accurate based on Amazon signals, including in Amazon Marketing Cloud. AMC has simplified itself significantly with Ads Agent: you no longer need to be a data scientist to explore Amazon signals. The AI agent is now evolving in media planning, targeting, campaign management, insights and measurement, whether on sponsored links or DSP.
Yes, but what are the next steps now?
We will have some important announcements that we can make starting in September. But I can anticipate that it will always be in the direction of simplification, integration and strengthening the capabilities of our agent, which will have new functionalities. The announcement we just made in Cannes, which extends agentic and conversational advertising to advertisers outside the Amazon marketplace on Alexa+, is a good example of the nature of the innovations that will follow.
On the creation side, you also launched your creative agent and your video generator in France and Europe in February. How is the adoption of these tools taking place?
Today 1 in 5 advertisers use our creative tools worldwide, the majority being relatively small. In practice, we see that advertisers who use our AI creation tools see their sales increase by 15% on average, and they manage to advertise on 70% more products.
