Amazon will count DVA display ads as impressions only when they are on screen, starting January 2027
TLDR
From January 1, 2027, DVA display ads on Amazon's homepage, search and product pages will count as an impression only once they are on screen, while the effect on CPMs and billing has not been settled.
What this Amazon Ads policy change means for your accounts
- Status
- Policy change
- Platform
- Amazon Ads
- Affects
- DVA display ads, impression counting
- Who
- Advertisers running DVA display ads on Amazon
- Effective
- January 1, 2027
- Action needed
- Not specified in the source
Starting January 1, 2027, Amazon will count DVA display ads on its homepage, search and product pages as impressions only when they appear on screen, and PPC Land reports the change is expected to cut impression counts by 63%. How CPMs and billing will be handled under the new counting method has not been decided yet.
How we got here: earlier Amazon Ads coverage
- Oct 29Amazon's Ad Revenue Growth Slows to 11% After Prime Day Moves to June
Amazon's advertising revenue growth slowed to 11% after Prime Day moved to June, with advertisers spending $19.64bn and Q4 guidance set at high-teens ad growth.
- Oct 28Retargeting CPMs fall 29.1% on AdRoll while B2B ABM CPMs rise 4.4%
AdRoll advertisers saw retargeting CPMs fall 29.1% while B2B account-based marketing CPMs rose 4.4%, as display costs dip ahead of the holiday season.
- Oct 28Meta Turns On Device-Side Conversion Counting by Default on November 12
Meta will switch on device-side conversion counting by default on November 12, and a scan of Meta ad files found only 2 of 3,379 AI-flagged files disclosed AI use.
- Oct 14Google Ads now lets advertisers cap Display and partner network spending by percentage of budget
Google is letting advertisers set daily spending caps for Display and partner networks as a percentage of their average budget, starting October 15.