"The collaboration leverages features Amazon introduced in January, enabling it to serve as a third-party provider of ad-serving and reporting capabilities for retailers. Through the offering, named Amazon Retail Ad Service, outside partners can use Amazon's ad-targeting and measurement tools on their own websites and in their apps, thus providing advertisers better data regarding real-time availability, pricing and contextual information such as search queries and browsing behavior."
"Amazon's Retail Ad Service product was met with some skepticism due to concerns from many retailers about data privacy and control. Macy's service will operate on dedicated systems with access controls, and the company would maintain full control over its ad experience, per the release. In addition to enabling campaign management through the Amazon Ads console, the partnership also opens up placements on Macy's Media Network on retail media platforms like Pacvue."
Macy's Media Network will launch a pilot with Amazon Retail Ads Service that lets partners purchase ads on Macy's website through the Amazon Ads console and APIs. Advertisers can manage Macy's sponsored products campaigns alongside other retail media investments using familiar workflows and reporting and measurement tools. The pilot will begin in early Q4 for the holiday season and will not affect existing self-serve or managed campaigns. The partnership uses Amazon's ad-targeting and measurement capabilities while Macy's retains control via dedicated systems and access controls, and it opens placements on platforms like Pacvue.
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