- June 24, 2021
- Posted by: Stratford Team
- Category: Business
Amazon’s advertising business has exploded in the past five years.
Its DSP footprint now rivals Google and it has the second most-used SSP. The online retailer earned more than $22 billion in ad revenue just in the past year.
But Amazon’s advertising business is also a sprawling, mysterious empire, even for advertisers that spend heavily on the platform.
Take video, for example: Amazon built Fire TV, the beating heart of its video advertising ambitions, and also owns Twitch, which started testing direct programmatic deals last year. There is iMDB TV, a free streaming channel owned by Amazon. In-feed video spots appear in Amazon searches to review or explain products, and Amazon Ad Platform (AAP), its DSP, serves programmatic video spots across the web.
“It’s a conversation we need to have with every Amazon advertiser we work with, to explain the different types of video advertising, which all have different ways they can be tracked and…