Head to head
Amazon Ads (Ads Agent and DVA+) vs StackAdapt: which CTV platform fits your campaign?
Short answer
On our published weights StackAdapt scores 7.00 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; StackAdapt scores higher on launch access, outcome measurement, incrementality and lift testing and 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 StackAdapt score criterion by criterion?
Scroll the table sideways
| Criterion | Weight | Amazon Ads (Ads Agent and DVA+) | StackAdapt | 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 | 8 / 10 Basic is self-serve with sign-up and a credit card; Grow is also self-serve. StackAdapt plans and packages | StackAdapt |
| 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 Cross-device attribution to site visits and conversions, plus reach, frequency and VCR. StackAdapt connected TV advertising | StackAdapt |
| Incrementality and lift testing | 20% | 2 / 10 Incrementality or lift testing is not described on the pages we read. Amazon Ads: Amazon DSP | 6 / 10 Lists brand lift, sales lift and store visits; holdout or geo testing is not described on the CTV page. StackAdapt connected TV advertising | StackAdapt |
| 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 Pod bidding, a live sports calendar and dynamic creative optimization; assistant access is not described. StackAdapt connected TV advertising | 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+) | 5 / 10 Plan tiers and payment terms are published with "no hidden tech fees", but no prices or minimum budget. StackAdapt plans and packages | 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 Hundreds of networks with partners such as NBCUniversal, A+E Networks and Bell Media. StackAdapt connected TV advertising | 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 | 9 / 10 Scale, Accelerate and Enterprise plans offer self-serve or managed service, net terms, custom payment and Creative Studio services. StackAdapt plans and packages | StackAdapt |
| Total | 100% | 5.85 / 10 | 7.00 / 10 | StackAdapt |
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.
StackAdapt
Minimum: Not published
Source: StackAdapt plans and packages
Pricing model: Plan tiers with payment terms (credit card on Basic, net terms from Grow, custom on Enterprise); "no hidden tech fees". Prices: Not published.
Source: StackAdapt plans and packages
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
StackAdapt
Proof Card · 2 of 4 proof types described
Outcome attribution: Described. Cross-device attribution to site visits and conversions.
Incrementality or lift: Described. Brand lift, sales lift and store visit measurement.
Named measurement partners: Not described
Data access: Not described
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
StackAdapt
"Hundreds of networks" for CTV, with partners including NBCUniversal, A+E Networks, Bell Media, Xumo, LG Ad Solutions and Philo, plus DOOH, display, native, audio, video and email in the same platform.
When should you choose Amazon Ads (Ads Agent and DVA+) or StackAdapt?
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 StackAdapt if you need managed service, agency licensing or enterprise payment terms, or if detailed outcome attribution matters most to you.
Fits: Teams that buy CTV alongside other programmatic channels and want plan tiers from self-serve to managed.
Frequently asked questions
Which of Amazon Ads (Ads Agent and DVA+) and StackAdapt scores higher on incrementality testing?
StackAdapt scores 6 and Amazon Ads (Ads Agent and DVA+) scores 2 on incrementality and lift testing. Brand lift, sales lift and store visit measurement. 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 StackAdapt?
StackAdapt scores 8 and Amazon Ads (Ads Agent and DVA+) scores 7 on launch access. Amazon Ads (Ads Agent and DVA+): Self-service and managed service. StackAdapt: Self-serve (Basic and Grow) or self-serve and managed (Scale, Accelerate, Enterprise).
Can I run Amazon Ads (Ads Agent and DVA+) and StackAdapt 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.