Amazon’s ever-growing ad-tech business could change the landscape of digital advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 05, 2019, 4:56 PM UTC

The global digital ad spends for Amazon is projected to grow at 8% by 2023.

Amazon’s rapidly growing ad tech business could make the e-commerce platform an advertising giant along with Google and Facebook. This piece says that Amazon’s growth is likely to affect marketers, agencies and other ad-tech vendors.

According to a Forrester report, Amazon doesn’t necessarily “need” its ad business, as ad sales are only 4% of Amazon’s revenue. But, Amazon’s ad business could provide media and ad agencies with another significant digital platform for their ad campaigns. 

Amazon’s ad business which accounts for 47% of U.S. e-commerce sales, can provide ad-tech agencies with an opportunity to develop expertise on selling on the platform. Agencies can further expand their Amazon-related businesses by developing consulting expertise for other e-commerce retailers like Walmart. 

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