The launch of Amazon Retail Ad Service represents a major strategic shift for Amazon, as it positions itself to compete directly with established retail ad tech giants.
Retailers typically rely on third parties for ad tech, but Amazon offers a unique, internal solution, leveraging its own engineering and sales force.
By allowing retailers to utilize Amazon's advertising technology, the company is opening a new avenue for its advertisers to reach a broader audience.
Amazon's Retail Ad Service is poised to disrupt the ad marketplace for retailers, introducing its extensive database and machine learning capabilities to improve ad targeting.
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