From Ad Week
Amazon made a splash during October’s Advertising Week while previewing its advertising business, but that was merely a ripple compared to the waves the e-commerce behemoth has coming for 2013 and beyond.
Over the past year, Amazon has built a proprietary real-time bidding platform that plugs into exchanges and supply-side platforms, including Google’s AdX and PubMatic. This platform lets the company retarget its users across the Web based on their browsing and purchase habits on Amazon’s owned-and-operated properties.
That could be a game changer. Given Amazon’s recommendation engine and general deal-closing prowess, the company’s data should have advertisers drooling.
Darren Herman, chief digital media officer at The Media Kitchen, said he’s bullish on Amazon’s market opportunity. “I think they could become one of the bigger media companies in the next five years or so. You have to realize that they’re capturing a ton of demand through their owned-and-operated sites and have people shopping right now.”
Amazon slowly rolled out the platform in 2012, but as early as the first quarter of 2013 it will introduce a self-serve real-time bidding platform for media buyers, including agency trading desks, which will be able to use the platform to manage their own buys, according to multiple sources with knowledge of Amazon’s plans.