Head to head
Amazon Ads (Ads Agent and DVA+) vs MNTN: which CTV platform fits your campaign?
Short answer
On our published weights MNTN scores 6.55 and Amazon Ads (Ads Agent and DVA+) scores 5.85. Amazon Ads (Ads Agent and DVA+) scores higher on control and automation, pricing and commitment clarity and published inventory reach; MNTN scores higher on launch access, outcome measurement and incrementality and lift testing; they tie on enterprise and agency readiness. The better fit depends on which of those criteria matter most to your campaign.
By The Playback Desk · Best CTV Ad Platforms · Published 2026-10-15
Desk research from public vendor pages. Editorial assessment; we did not run campaigns on these platforms.
How do Amazon Ads (Ads Agent and DVA+) and MNTN score criterion by criterion?
Scroll the table sideways
| Criterion | Weight | Amazon Ads (Ads Agent and DVA+) | MNTN | Higher score |
|---|---|---|---|---|
| Launch access | 15% | 7 / 10 Self-service and managed-service options, open to advertisers who do and do not sell on Amazon. Amazon Ads: Amazon DSP | 9 / 10 Footer badges "Self-Serve Platform", "No Minimums" and "Cancel Anytime", with "Sign Up Now" next to "Request Demo". MNTN homepage | MNTN |
| Outcome measurement | 20% | 4 / 10 Ads Agent can measure campaigns, but attribution methods and partners are not described on the pages we read. Amazon Ads: Amazon DSP | 8 / 10 Verified Visits identity graph across 99% of available US households and 1:1 outcomes such as visits, conversions and revenue in real time. MNTN attribution (Verified Visits) | MNTN |
| Incrementality and lift testing | 20% | 2 / 10 Incrementality or lift testing is not described on the pages we read. Amazon Ads: Amazon DSP | 3 / 10 Incrementality or holdout testing is not described on the homepage, inventory or enterprise pages we read. MNTN for enterprise | MNTN |
| Control and automation | 15% | 8 / 10 Ads Agent plans, creates, optimizes and measures campaigns in natural language; DVA+ has advanced settings. Amazon Ads: Amazon DSP | 6 / 10 Publishes AI bidding figures and lists Flexible APIs (BI); buyer-side bidding controls are not detailed on the pages we read. MNTN homepage | Amazon Ads (Ads Agent and DVA+) |
| Pricing and commitment clarity | 10% | 7 / 10 DVA+ states CPM billing with no minimum spend; managed service typically requires $50,000 (US); the platform fee is not stated. Amazon Ads: Display, video and audio (DVA+) | 6 / 10 States "No upfront commitments. No minimums." and at-will buying; no CPM or fee schedule is published. MNTN homepage | Amazon Ads (Ads Agent and DVA+) |
| Published inventory reach | 10% | 9 / 10 Prime Video, Twitch, Thursday Night Football, Amazon.com and Fire TV, plus thousands of third-party sites and apps. Amazon Ads: Amazon DSP | 7 / 10 Direct deals with 150+ networks reaching 99% of U.S. households, naming Peacock, HBO Max, Hulu, CBS and Bravo. MNTN for enterprise | Amazon Ads (Ads Agent and DVA+) |
| Enterprise and agency readiness | 10% | 8 / 10 Managed service through an account executive alongside self-service. Amazon Ads: About us | 8 / 10 An enterprise page with preferred pricing on named networks, an agencies segment and a NYSE listing. MNTN for enterprise | Tie |
| Total | 100% | 5.85 / 10 | 6.55 / 10 | MNTN |
What do they publish on pricing and minimums?
Amazon Ads (Ads Agent and DVA+)
Minimum: DVA+: "no minimum spend". Managed service through an account executive "typically" requires a minimum spend of $50,000 (US).
Source: Amazon Ads: About us
Pricing model: "DVA+ uses cost per mille (CPM) billing with no minimum spend." Platform fee: Not published.
MNTN
Minimum: "No upfront commitments. No minimums."
Source: MNTN homepage
Pricing model: No public CPM or fee schedule. The homepage impression calculator shows estimates only.
Source: MNTN homepage
Which kinds of proof does each describe?
Amazon Ads (Ads Agent and DVA+)
Proof Card · 0 of 4 proof types described
Outcome attribution: Not described
Incrementality or lift: Not described
Named measurement partners: Not described
Data access: Not described
MNTN
Proof Card · 3 of 4 proof types described
Outcome attribution: Described. Verified Visits and "1:1 outcomes" such as site visits, conversions and revenue in real time.
Incrementality or lift: Not described
Named measurement partners: Described. Lists AppsFlyer, CallRail, Campaign Manager 360, DoubleVerify and others as measurement integrations.
Source: MNTN homepage
Data access: Described. Lists "Flexible APIs (BI)" among integrations.
Source: MNTN homepage
What inventory does each publish?
Amazon Ads (Ads Agent and DVA+)
Exclusive inventory on "Prime Video, Twitch, Thursday Night Football, Amazon.com, and Fire TV", plus "thousands of premium third-party sites and apps".
Source: Amazon Ads: Amazon DSP
MNTN
"Direct deals with 150+" streaming TV networks reaching "99% of U.S. households"; names Peacock, HBO Max, Hulu, CBS and Bravo.
Source: MNTN for enterprise
When should you choose Amazon Ads (Ads Agent and DVA+) or MNTN?
Choose Amazon Ads (Ads Agent and DVA+) if published inventory reach, or a specific publisher, decides your buy, or if you want to steer bidding, budgets and targeting directly, including through an API or an AI assistant.
Fits: Advertisers who need Prime Video, Thursday Night Football or Fire TV inventory, with or without an Amazon store.
Choose MNTN if you want to open an account and start without a sales process, or if detailed outcome attribution matters most to you.
Fits: Advertisers who want self-serve performance TV with no stated minimum and identity-based visit tracking.
Frequently asked questions
Which of Amazon Ads (Ads Agent and DVA+) and MNTN scores higher on incrementality testing?
MNTN scores 3 and Amazon Ads (Ads Agent and DVA+) scores 2 on incrementality and lift testing. Scores reflect what each vendor's pages describe, not a test we ran.
Which is easier to start with, Amazon Ads (Ads Agent and DVA+) or MNTN?
MNTN scores 9 and Amazon Ads (Ads Agent and DVA+) scores 7 on launch access. Amazon Ads (Ads Agent and DVA+): Self-service and managed service. MNTN: Self-serve ("Sign Up Now" or "Request Demo").
Can I run Amazon Ads (Ads Agent and DVA+) and MNTN at the same time?
Yes. Many advertisers run a pilot on one platform against their current provider and compare results with a holdout or geo test. Keep the measurement method the same on both so the comparison is fair.