Amazon DSP Finally Consolidates Line Item Types for Faster Ad Targeting

Amazon has introduced Consolidated Line Item Types for Amazon DSP after a delay of approximately six weeks. This update eliminates the need to choose between desktop and mobile, allowing ads to target both the Amazon app and browser versions across all devices.

Video ads still require a separate line item. This change is expected to streamline workflows significantly. Additionally, existing line items with creatives can be duplicated and converted into the new consolidated line item types.