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.
Is Amazon taking on Google, Facebook and Apple?
What is it?
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