AMAZON INTRODUCES RETARGETING ADS IN ITS QUEST TO OUTPACE RIVAL GOOGLE
“Amazon.com Inc. is taking its most assertive step yet into the digital-advertising market by testing a new display ad offering that threatens multibillion-dollar revenue streams at Google and firms like Criteo SA.”
“The tool lets merchants selling on Amazon’s online marketplace purchase spots that will follow shoppers around the web to lure the consumers back to Amazon to buy. The company is inviting select merchants to test the new ads later this month, according to people with knowledge of the plans.” (Source: Bloomberg, May 2018).
What does this mean?
Amazon continues executing its strategy to become the most powerful advertising outlet and to outpace Google through 2 major actions:
- Dropping investments in Google search, after having lost ground to Google in terms of Retail Search at the beginning of 2018.
- Leveraging their assets, mostly shopper data, to personalize ads they sell outside, which will improve ROI and help them price ads higher in the future.
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Author: Alexia André