"Marketers are being pressured to justify every media dollar. Amazon is positioning its Marketing Cloud as a straightforward way to tie TV impressions to conversions. As Digiday points out, Amazon's TV ad demand growth is likely mostly thanks to its growing reputation as a "proof layer," rather than any affection advertisers have for Amazon itself. Buyers remain wary of Amazon as a walled garden, and one with limited visibility across non-Amazon publishers."
"The world is waiting on OpenAI to launch an ad business. Its combination of data, attention and proximity to purchase decisions makes ChatGPT Ads practically inevitable. And signs suggest that shift is already underway. OpenAI has told investors that nonpaying user revenue will go from $2 per person by the end of this year to $15 per person by 2030. The estimates call for nonpaying user revenue (advertising plus commissions on purchases using ChatGPT) to total about $46 billion in 2030."
Amazon is marketing its Marketing Cloud to link TV impressions to conversions, positioning itself as a measurement-proof layer for advertisers. That proof-layer reputation is driving TV ad demand even as buyers remain cautious about Amazon’s walled-garden dynamics and limited cross-publisher visibility. Reported issues such as frequency-capping challenges stem from emphasis on owned properties rather than the wider web. Advertisers are currently willing to increase spend to secure defensible TV outcomes and satisfy conversion officers, but long-term growth depends on addressing measurement and transparency pain points. OpenAI’s ChatGPT presents substantial ad monetization potential with ambitious revenue projections but faces structural and format limitations for ad impressions.
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