Amazon is increasingly collaborating with publishers to enhance its advertising revenues. By utilizing shopper data, clean rooms, and expanding partnerships, Amazon aims to access a larger share of the open web’s inventory. This strategy signifies a shift from solely focusing on its platforms to creating an all-inclusive ad ecosystem. Publishers exhibit platform agnosticism due to the varied value each provides. Amazon's unique position as both a technology provider and data aggregator is evolving into a beneficial partnership, particularly in a post-cookie landscape where advertisers seek enhanced audience targeting.
Amazon sits in a very unique position in the ecosystem where they're a tech provider, because they have the DSP and SSP pipes, but they also have a tremendous amount of signal on the other side [shopper purchase data] that they can bring to the table.
As Amazon started to bring those two worlds together internally, they've now realized that there is external benefit to that, and when they join that with the power of publisher data, that's where you see the magic start to happen.
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