With its new cloud-based header bidding, Amazon is taking another step toward building ‘an adtech powerhouse’
And its new Shopping Insights opens up its treasure trove of first-person shopping data to website publishers -- for free.
Amazon made two announcements last week to grow its adtech business and make its shoppers’ data available to website publishers.
One is the launch of a cloud-based header bidding through a Transparent Ad Marketplace, and the other is a new Shopping Insights Service.
Previous Amazon ad-related services in its Amazon Advertising Platform have included targeting data via a demand-side platform (DSP) for retail partners. It allows them to deliver ads on other sites through selected ad exchanges to specific customers who have, say, searched on Amazon for high-top sneakers.
The retailing giant also sells search ads through its retail store. eMarketer has projected that Amazon will rake in about $1 billion next year from the various components of its ad business in the US.
“It’s a well-known secret that Amazon has been quietly building an adtech powerhouse,” video ad provider Cedato’s CMO Dvir Doron pointed out via email.
Amazon had previously offered a header bidding service, which sales intelligence firm MediaRadar has estimated was used by about 100 publishers, including Time, Hearst and the IBM-owned Weather Company.