XR, the leading platform for managing advertising operations, announced a direct API integration with Amazon Ads’ Amazon DSP, enabling customers to execute high-performance video campaigns across Amazon’s premium inventory with unprecedented speed, scale and precision.

This new integration allows XR clients to activate campaigns across Amazon DSP’s expansive supply, which reaches 300+ million monthly ad-supported viewers in the U.S. alone. The integration introduces automation that simplifies creative and media workflows, including VAST tag delivery and real-time data synchronization between platforms.

“As media becomes more complex, advertisers need smarter ways to connect their ad creative with premium inventory,” said Sherman Li, SVP, Strategic Alliances at XR. “XR’s integration with Amazon helps advertisers extend their brand and messaging across screens by linking ad creative directly to the power of Amazon DSP. This unifies their linear and digital advertising workflows and campaigns without disrupting how their teams work.”

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XR is among the earliest third-party ad servers to complete a direct API integration with Amazon DSP, offering a bridge between ad creative and media delivery. The integration supports:

• Automated campaign workflows – Reduces manual tasks by syncing campaign and line-item data between XR and Amazon DSP.
• Improved speed to market – Real-time creative assignment and tag uploads accelerates campaign launches and minimizes trafficking errors.
• Expanded access to premium inventory – Unlocks Amazon DSP’s broad reach, including Fire TV and top-tier publishers such as Discovery, A&E, Vizio, and Roku.
• Increased operational efficiency – Enhances campaign control and lowers reconciliation costs by centralizing advertising activation and reducing fragmentation.

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By linking campaign IDs between platforms, XR ensures that advertisers can assign creative, sync flight dates, and track delivery in real-time, enabling faster campaign optimization and more effective media decisioning. In addition to advertising workflow efficiency, the integration with Amazon lets brands harness their robust first-party signals for more strategic audience reach—bridging linear TV, CTV and digital video with centralized campaign management and access to the industry-leading DSP.

This milestone supports XR’s mission to simplify advertising operations and ad delivery. The platform provides a unified solution to activate campaigns across linear TV, CTV and digital video, streaming, live sports, and other live event programming.