Amazon further monetizes its traffic
Retail Briefing: Amazon’s making the duopoly a triopoly
by Shareen Pathak
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Get ready for publishers to start grousing about the triopoly.
New forecasting from multiple analysts places Amazon’s still-nascent advertising platform as poised to not only become the third leg of the advertising duopoly of Google and Facebook, but also overtake it.
First up was eMarketer, which said it expected Amazon to be No. 3 in digital ad sales in 2018 with $4.6 billion in ad revenue in the U.S. That would mean that its acceleration in growth in ad revenue is putting it on pace to overtake Oath and Microsoft.
There’s a few things Amazon has done right recently. One is that it is much more effective at monetizing its traffic than others are — even others in retail media. A quick look at Amazon’s own search results page shows how many more ads now appear above the fold than used to..... "
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