Head to head
Amazon Ads (Ads Agent and DVA+) vs Tatari: which CTV platform fits your campaign?
Short answer
On our published weights Tatari scores 7.30 and Amazon Ads (Ads Agent and DVA+) scores 5.85. Amazon Ads (Ads Agent and DVA+) scores higher on launch access, control and automation, pricing and commitment clarity and published inventory reach; Tatari scores higher on 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 Tatari score criterion by criterion?
Scroll the table sideways
| Criterion | Weight | Amazon Ads (Ads Agent and DVA+) | Tatari | 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 | 5 / 10 Brands launch with optional strategy and services and agencies license the platform; a public sign-up was not found on the pages we read. Tatari homepage | Amazon Ads (Ads Agent and DVA+) |
| 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 | 9 / 10 CPV, CPI, CAC and ROAS by network, creative, DMA and platform, with DragFactor and multi-touch attribution. Tatari TV measurement | Tatari |
| Incrementality and lift testing | 20% | 2 / 10 Incrementality or lift testing is not described on the pages we read. Amazon Ads: Amazon DSP | 9 / 10 States it measures the true incremental impact of TV. Tatari TV measurement | Tatari |
| 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 | 7 / 10 An AI-powered Planning Engine, log-level exports, reporting APIs and server-to-server sharing via Vault. Tatari insights: platform comparison page (2026) | 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+) | 4 / 10 States flexible minimums and CPM, CPA or flexible models, with no dollar minimum or rate card. Tatari insights: platform comparison page (2026) | 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 Streaming TV, linear TV and online video through programmatic and direct buying; named publishers are not on the pages we read. Tatari homepage | 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 Optional strategy and services, agency licensing and a stated range up to $100m per year in TV spend. Tatari homepage | Tie |
| Total | 100% | 5.85 / 10 | 7.30 / 10 | Tatari |
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.
Tatari
Minimum: "Tatari supports flexible minimums"; no dollar figure stated.
Source: Tatari insights: platform comparison page (2026)
Pricing model: "CPM, CPA, flexible models" and "Transparent CPMs and cost visibility". No public rate card.
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
Tatari
Proof Card · 3 of 4 proof types described
Outcome attribution: Described. CPV, CPI, CAC and ROAS reporting with multi-touch attribution.
Source: Tatari TV measurement
Incrementality or lift: Described. "Measure the true incremental impact" of TV.
Source: Tatari TV measurement
Named measurement partners: Not described
Data access: Described. Log-level exports, reporting APIs and server-to-server sharing via Vault.
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
Tatari
Buys and measures across "Streaming TV, Linear TV, and Online Video" through programmatic and direct publisher buying. Named publishers: Not published on the pages we read.
Source: Tatari homepage
When should you choose Amazon Ads (Ads Agent and DVA+) or Tatari?
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 Tatari if detailed outcome attribution matters most to you, or if you plan to run incrementality, holdout or lift tests.
Fits: Brands that buy streaming and linear TV together and want incrementality-led measurement.
Frequently asked questions
Which of Amazon Ads (Ads Agent and DVA+) and Tatari scores higher on incrementality testing?
Tatari scores 9 and Amazon Ads (Ads Agent and DVA+) scores 2 on incrementality and lift testing. "Measure the true incremental impact" of TV. 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 Tatari?
Amazon Ads (Ads Agent and DVA+) scores 7 and Tatari scores 5 on launch access. Amazon Ads (Ads Agent and DVA+): Self-service and managed service. Tatari: Self-serve platform with optional strategy and services; agencies can license it.
Can I run Amazon Ads (Ads Agent and DVA+) and Tatari 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.