Amazon could be about to change the face of online advertising. It’s been slowly tooling-up its ad platform but what has it got that will make brands sit up and listen?
Closed-loop tracking, the ability to target a user, serve them an ad, and track their purchases all within one platform is what will get advertisers excited. Everything top to bottom is owned and run by Amazon: the user’s account data & purchase history, the self-serve ad tool, the data servers, the online store and the tracking system. No messy tags, no reporting problems, just rock-solid conversion data. For brands this could mean lower charges, less set up time and better results.
Targeting based on Amazon’s purchase data affords a richness and certainty of targeting. Finding niche markets that have definitely bought a selection of products will now be easy.
Real-time bidding and ad buying are possible on the Amazon self-serve RTB ad platform; effectively selling ad space as a user loads a web page and declares his purchase intentions. With Amazon, the additional purchase data means a user’s intent to buy can be more accurately predicted. It also allows targeting of users who have visited and left Amazon sites.
What is it?
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