"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. It's a concept that has raised some eyebrows but is starting to attract players that are trying to boost discovery and stand out in a category that has grown hypercompetitive for ad dollars."
"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. Macy's Media Network has since drawn over 175 new brands to its sponsored products offering, according to Krans."
Amazon launched a Retail Ad Service that allows outside retailers to use Amazon's ad tech to run and manage campaigns and to help advertisers discover new media networks via Amazon Ads. The service is attracting retailers seeking to boost discovery and differentiate in a hypercompetitive ad market. Macy's Media Network piloted the service in August before the holiday period and was described as the first major retailer to join, alongside smaller and mid-sized partners such as Tillys. Macy's Media Network has since drawn over 175 new brands to its sponsored products offering. The integration increased advertiser confidence through Amazon's ad-tech reputation and reduced friction in ad buying by offering an alternative way to execute sponsored-product campaigns on Macys.com.
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