With its new cloud-based header bidding, Amazon is taking another step toward building ‘an adtech powerhouse’

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 U.S.

“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.

[Read the full article on MarTech Today.]

---

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

from Sphinn: Hot Topics http://ift.tt/2hfDEeg
via IFTTT