Patricio Robles says, “Amazon is not a newcomer to the online advertising market. Through its A9.com subsidiary, it has been involved in the online ad ecosystem for some time. 

But 2017 could see the online retail giant become a real force in the space with the introduction of a new platform called Amazon Publisher Services (APS).

As detailed last week by the Wall Street Journal, Amazon’s first two products launched under the APS umbrella, Transparent Ad Marketplace and Shopping Insights Service, are potential game-changers for the company and signal that Amazon could be ready to make a big ad tech splash.

Shopping Insights Service

Amazon has perhaps the most deep, and therefore valuable, customer database in retail, and its Shopping Insights Service enables publishers to tap into that. Through the service, publishers can gain insight into their audiences based on Amazon’s shopping data.

Shopping Insights Service has been tested by a number of publishers, including Time Inc., which discovered using Amazon’s new service that its Real Simple website is popular with new moms who are interested in purchasing baby products. The media company says that it will be able to use this data to lure advertisers”.

Amazon could become an ad tech force in 2017

Econsultancy

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