""Macy's Media Network is an important first domino to fall for Amazon Retail Ad Service," Lipsman told Retail Brew in an email, "but it's still an open question whether Amazon can secure other large retailers and build momentum.""
""Retailers will ultimately have to balance the need for more advertiser demand with potential risk of giving a competitor visibility into their first-party shopper data-an RMN's most precious asset," Lispman said. "For a lot of retailers, this is a nonstarter.""
Macy's began offering sponsored product ad placements on Macy's online store purchasable through Amazon Ads' Retail Ad Service, expanding its adtech stack alongside platforms like Criteo. The integration enables advertisers to buy placements through familiar ad platforms and workflows instead of relying solely on Macy's sales representatives or proprietary systems. Amazon Retail Ad Service delivers contextually relevant product placements across retailer search results, category pages, and product detail pages, and is built on AWS to help advertisers discover additional scaling opportunities. Industry analysts see Macy's as an early major partner for the service, but retailer concerns about sharing first-party shopper data with a rival could limit adoption.
Read at Retail Brew
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