Next in Media: Amazon's Kelly MacLean on How the eCommerce Giant Built a Killer DSP

Host: Mike Shields
Guest: Kelly MacLean, VP Amazon DSP
Date: September 9, 2025

Episode Overview

This episode features an in-depth conversation with Kelly MacLean, VP of Amazon’s DSP (Demand-Side Platform), exploring the evolution and rapid innovation of Amazon’s ad technology. Host Mike Shields discusses MacLean’s journey from Meta (Facebook) to Amazon, the reinvention of Amazon's DSP for multi-purpose use, the pivotal role of AI and automation, and the ever-changing media landscape. MacLean shares technical insights, Amazon's differentiators, the drive to simplify ad buying, and what’s ahead as Amazon continues to expand its presence in TV and digital media.

Key Discussion Points and Insights

1. Kelly MacLean’s Journey to Amazon [01:06–03:32]

• Unexpected Start: MacLean began her career as a pro soccer player, then moved into tech at Dell—desiring to build products at scale.
• Ad Tech Foundation: Early stints in Silicon Valley start-ups led to product and engineering leadership at Facebook (Meta), scaling its ad business from $4B to $100B.
• Motivation for Moving: Left Meta as its focus shifted to the Metaverse, seeking a more tangible, “next big challenge” in ad tech.
  • Quote: “I really loved ads...I was just yearning again for that next big challenge. You know, I’m a builder at heart.” [03:32 – Kelly MacLean]

2. Transforming Amazon DSP: From Single-Purpose to Multi-Purpose [04:38–06:04]

• DSP Evolution: Originally built to support small brands on Amazon.com, the DSP has expanded to serve a full spectrum of advertisers across TV, streaming, and the open web.
• Full-Funnel Ambition: Recognizing the shift toward streaming and cross-channel measurement, MacLean’s mission was to make the DSP accessible and effective for all advertisers.
  • Quote: “We had to pioneer ad tech...to make it easier for all advertisers to navigate this evolution with precise reach, deeper insights, improving advertiser outcomes.” [05:07 – Kelly MacLean]

3. Building for the Streaming and Video Era [06:04–07:25]

• Adapting to Inventory Expansion: DSP was upgraded to address the explosion of streaming TV inventory.
• Ecosystem Partnerships: Collaborations with Roku, Disney, and premium publishers to achieve scale and seamless buying experience.
  • Quote: “Our goal...is really about providing choice and flexibility to drive those meaningful moments between brands and consumers.” [06:26 – Kelly MacLean]

4. What Makes Amazon’s DSP Different? [07:25–11:16]

• Technical Overhaul: Complete back-and-front-end re-architecture, integration of AI/ML at every level, yielding >40% performance improvement.
• Simplicity Over Complexity: While DSPs have grown complex, Amazon’s focus is now on automation, transparency, and ease of use.
• Pricing Innovation: Introducing industry-leading low fees – 0% for programmatic guaranteed deals on Amazon properties and 1% for premium streaming deals.
  • Quote: “Historically this [DSP complexity] was a feature, not a bug, right? … But customers have been telling us they want simplicity.” [09:09 – Kelly MacLean]
• Key Differentiators: Trillions of first-party browse/buy signals, extensive premium reach, privacy-safe clean rooms, authenticated CTV reach for 80M+ US households (via Roku partnership), and robust interoperability.

5. Expanding to a Broader Advertiser Base [11:16–13:24]

• Supporting Diverse Needs: DSP now serves both traditional Amazon sellers and non-endemic brands (not selling on Amazon) with advanced audience and measurement tools.
• Working with Agencies: Emphasis on transparency, empowering advertisers to control and optimize their media spend.
  • Quote: “How do we work deeply with traders and with brands and agencies to really understand where are those pain points, what are the outcomes they need?” [12:03 – Kelly MacLean]

6. The Role of AI and Automation in Campaigns [13:24–16:47]

• Crystal-Box Approach: Instead of “black box” AI, Amazon is building transparent, customizable AI-driven buying tools (Performance Plus, Brand Plus) that improve efficiency but maintain user control.
• Concrete Results: Performance Plus is driving a 51% improvement in customer acquisition cost.
  • Quote: “Let’s offer a crystal box, right? Let’s make sure it can be easy...we will still provide you the transparency, optimization, control, and transparency on reporting.” [13:58 – Kelly MacLean]
• Complete TV: New AI-powered planning and measurement tool for holistic streaming buys.

7. The Future of Agent-led Buying [16:47–17:57]

• Hands-off Media Buying: Agents (AI models) are increasingly central, but full automation is not yet universal; brands and campaigns need a mix of human control and algorithmic intelligence.
  • Quote: “I think there’s likely going to be a need for both for a while. But I’m really excited with the pace of change…” [17:39 – Kelly MacLean]

8. Navigating Shifting Consumer Behaviors [17:57–19:50]

• Web Search & Conversational Commerce: The rise of conversational AI is changing web navigation; Amazon remains focused on deterministic identity and measurement across devices and publishers.
• Live Sports & Streaming: Live content remains crucial for engagement; Amazon’s DSP aims to provide reach and frequency capping across premium touchpoints.
  • Quote: “Live sports as being one of the last best places where people are truly engaged for a long duration of time.” [18:42 – Kelly MacLean]

9. Looking Ahead—Holiday Planning & Unboxed Event [20:07–21:00]

• Continued AI Investment: Further automation and simplification in campaign execution is in focus for the near future.
• Amazon Unboxed: Major innovations and announcements expected at the upcoming November event.
  • Quote: “We also have several innovations we’re going to be revealing to customers [at Unboxed]. Hope to see you there as well.” [20:48 – Kelly MacLean]

Notable Quotes & Memorable Moments

• On the transition from sports to ad tech:
  “It’s a different pitch. I moved from one pitch to a different pitch.” [03:11 – Kelly MacLean]
• On rebuilding the DSP:
  “We completely rearranged, architected the back and front end, moved from that single purpose to fully functioning DSP ... all backed by machine learning and AI.” [08:10 – Kelly MacLean]
• On the pace of change in AI and ad tech:
  “AI is...so transformative and it is driving change, as we all can see, at an accelerated pace that, you know, I don't think we've ever experienced before, which is fun.” [13:48 – Kelly MacLean]

Timestamps for Key Segments

• 01:06 – MacLean’s background and entry into ad tech
• 03:32 – Why she left Meta for Amazon
• 04:55 – Early history and purpose of Amazon DSP
• 06:26 – DSP’s adaptation to video and streaming
• 07:54 – Differentiating Amazon DSP technically and strategically
• 09:09 – Emphasis on AI, simplicity, and new pricing models
• 11:44 – Serving both Amazon sellers and non-endemic advertisers
• 13:48 – The role of AI in campaign optimization and buyer control
• 16:47 – The future of agent-driven, automated media buying
• 17:57 – Shifts in web search, consumer habits, and retailer response
• 20:07 – What’s next: AI, simplification, and the Unboxed event

This episode delivers an engaging view inside Amazon Advertising’s rapid transformation, the foundational role of AI and data, and the strategy to keep Amazon DSP at the forefront for all advertisers in a shifting media landscape.