Amazon is testing a program called NCA (native commerce advertising) that pays publishers to drive traffic to its platform, potentially benefiting a struggling digital media sector. Participating publishers, including CNN and Vox Media, earn money through product recommendations irrespective of sales. This initiative is designed to complement Amazon's existing Associates program, allowing publishers to profit from both ad-driven traffic and direct sales. However, there are concerns about the impact on editorial integrity, as financial incentives could influence how content is created and presented.
Amazon's new NCA pilot program could offer much-needed revenue for digital publishers by compensating them for traffic driven to Amazon, even without sales.
The NCA initiative presents a potential conflict of interest, as it may challenge the editorial integrity of participating publishers that may need to prioritize profit over substance.
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