Amazon Squares Off Against Advertisers’ Biggest Challenge: Streaming Commercials That Run Over and Over

Amazon is introducing technology to help combat ad fatigue by allowing advertisers to make automatic tweaks to commercials, adding different messages or interactive elements to appeal to viewers at different moments. The technology, called “dynamic TV creative,” can adjust product details, on-screen headlines, and interactive options based on factors such as shopping and browsing history, activity on Prime Video, and geography.