Amazon wants to be the Google Ads of CTV (potentially) moving to auction-based buying.

Lower costs, no delivery guarantees, and (I’d imagine) a workflow many digital-first buyers are more familiar with.

Now for the jargon:

non-guaranteed delivery across run-of-service (ROS) inventory, targeting any Amazon DSP audience, but with a dynamic pricing model.

That pricing flexibility allows real-time bid optimization within a defined range—marketers set a floor and a ceiling, and Amazon’s system works within those bounds to find available impressions.