Amazon Ads is actively pursuing media agencies to position its demand-side platform (DSP) as the preferred programmatic provider. The company is attracting attention with an updated user interface, expanded CTV inventory, and financial incentives. Recent offers include a 10% bonus for new advertisers and reduced tech fees to encourage spending on its platform. While it has not yet dominated the market, Amazon's efforts directly challenge established companies like The Trade Desk and Google DV360, suggesting a strategic approach to disrupt the industry by cutting margins and gaining market share.
Amazon's new offers, including reduced tech fees and incentives for ad spending, suggest a strategic shift designed to gain favor among media agencies.
Amazon is keenly competing with established players by lowering tech fees and enticing agencies with financial incentives to boost its ad platform's adoption.
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