"Amazon last January launched a Retail Ad Service that allows outside retailers to tap into the e-commerce giant's ad tech to run and manage campaigns while helping advertisers to discover new media networks via Amazon Ads."
""The immediate impact is a commercial one," said Michael Krans, vice president of Macy's Media Network, during a panel at the National Retail Federation's Big Show earlier this week. "What this helps us do is move beyond just [being] a retailer that's serving ads. This positions us as a tech-enabled media solution to the community.""
"Macy's Media Network, which debuted in 2020 and encompasses the Macy's, Bloomingdale's and Bluemercury brands, signed on for a pilot with Amazon's RAS in August, right ahead of the key holiday period. At the time, Macy's was described as the first major retailer to join RAS, which also works with smaller and mid-sized names, including Tillys."
Amazon launched Retail Ad Service (RAS) in January to let outside retailers use Amazon's ad tech to run and manage campaigns and help advertisers discover new media networks via Amazon Ads. Macy's Media Network piloted RAS in August ahead of the holidays and later reported attracting over 175 new brands to its sponsored products offering. RAS improved credibility and advertiser confidence by leveraging Amazon's ad-tech reputation and consistent advertiser presence. Macy's aimed to reduce friction in ad buying and offer an additional, easy execution option for sponsored products on Macys.com.
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