"Amazon's ad ambitions now reach well beyond the simple "sponsor my product" paradigm. Its presence spans audio, gaming, sports, and streaming content - all areas where it can both insert itself and monetize. More lucratively, Amazon controls trillions of data points from its retail business, giving it a unique ability to connect exposure to actual purchasing behavior (i.e., measurement). Combine content reach with direct shopper signals, and you get a formidable pitch to advertisers."
"Amazon's flagship move this week (and arguably the biggest ad-industry news) is the partnership with Microsoft, which amounts to absorbing Microsoft's demand-side platform (Microsoft Invest, neé AppNexus, or Xandr DSP) into Amazon's own DSP infrastructure. By March, Microsoft's ad buying arm will sunset, and advertisers across global markets will be migrated into Amazon's ecosystem - via Amazon Ads reps or its activation partner program. That's not just consolidation of clients; it's consolidation of inventory control."
Advertising Week New York's 2025 schedule emphasizes AI, creators, and existential industry questions, reflecting perceived industry direction. Amazon appears more visible than other Big Tech firms with a dozen scheduled appearances, coinciding with Prime Day. Amazon's advertising ambitions extend into audio, gaming, sports, and streaming, pairing content reach with retail shopper signals. The company controls trillions of retail data points that enable measurement linking exposure to purchases. A new partnership will fold Microsoft's DSP into Amazon's DSP infrastructure, migrating advertisers into Amazon's ecosystem and consolidating inventory control, preferential access, and insights tied to retail data.
Read at Digiday
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