Amazon pushes further into advertising

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This week, our top stories covered Amazon’s advertising efforts, watch time on Facebook’s Watch and more. As always, a complete list of these articles appears at the bottom.

Amazon’s ad industry expansion
Amazon’s latest move to grow its advertising business is a new office that it says will bring 2,000 jobs, mostly in advertising, to Manhattan. Multiple media agency executives in New York said they’ve heard more from Amazon reps trying to sell them and their clients on Amazon advertising.

The tech giant is also increasingly trying to pitch to what it calls “non-endemic” advertisers — brands that don’t sell on Amazon — and exploring advertising offerings beyond product advertising. “To really go after the Google and Facebook duopoly, [Amazon needs] to think outside of just product advertising,” said one agency buyer who works with Amazon. “Retail is just one piece of online business overall.”

Meanwhile, Amazon has become dominant in server-side bidding, with its Transparent Ad Marketplace being the most popular server-to-server wrapper in the ad industry, according to a ServerBid study released on Oct. 4.

Publishers use Amazon’s wrapper because it brings in unique demand, is easy to integrate and matches users across different platforms. Plus, it provides competition to Google, which wields control over publishers and their tech stacks. “Nobody wants Google to have more power in advertising,” said Purch CTO John Potter.
Read more at Digiday

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