Amazon is altering its advertising strategy, moving from an exclusive in-house model to encouraging advertisers to utilize its data for targeting beyond its platform. This shift reflects its ambition to present its demand-side platform (DSP) as a primary gateway to the open web, claiming it can reach up to 90% of the U.S. population. Despite the challenges faced by marketers, Amazon aims to provide solutions that add more control and value compared to competitors. The company's pitch targets the weaknesses of rivals, seeking to capitalize on their profit margins while enhancing its own advertising presence.
Amazon appears to be moving from an insular advertising strategy to an expansive approach, encouraging advertisers to utilize its data beyond its platform and into the broader market. This strategic shift aims to position Amazon as a strong competitor against established ad tech companies, encouraging marketers to look at it as a viable gateway to a wider audience.
The latest pitch deck reveals Amazon's ambition to transform its demand-side platform from a mere in-house tool to a premier gateway for reaching up to 90% of the U.S. population through the wider open web, potentially challenging leading ad tech competitors with enhanced reach and control at a competitive price.
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