Amazon's ad ambitions now reach well beyond the simple "sponsor my product" paradigm. Its presence spans audio, gaming, sports, and streaming content - all areas where it can both insert itself and monetize. More lucratively, Amazon controls trillions of data points from its retail business, giving it a unique ability to connect exposure to actual purchasing behavior (i.e., measurement). Combine content reach with direct shopper signals, and you get a formidable pitch to advertisers.