Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Performance Marketing » Amazon poised to launch new retargeting ad product — [report]

Amazon poised to launch new retargeting ad product — [report]

Amazon’s advertising business grew 60 percent in 2017 to $1.7 billion

Greg Sterling on May 14, 2018 at 8:02 pm

Amazon is continuing its aggressive move into digital advertising, with the apparent launch of its own retargeting product. According to Bloomberg, the company is about to introduce a new display advertising offering.

While the details are not entirely clear, Bloomberg asserts the new Amazon program will compete with similar offerings from Google and Criteo. It’s currently being tested and will be a PPC-auction product, according to the report. Recently, Amazon stopped buying product listing ads (PLAs) on Google.

What’s not clear is whether Amazon-based remarketing will run on third-party sites and/or whether Amazon will effectively sell PLAs to merchants at auction rather than placing them “for free.”

According to eMarketer estimates, Amazon is playing a major role in the growth of native ads outside of social media. A recent report from the firm projects that “non-social native will grow more than 80 percent this year to $8.71 billion.”

Amazon’s advertising business, which it currently lumps into the category “other,” grew 60 percent year over year in 2017 to $1.7 billion. The company’s CFO, Brian Olsavsky, was very bullish about the outlook for Amazon’s ad business in its most recent earnings call. The Seattle-based company is seen as one of the few viable challengers to “the duopoly.”

According to the IAB’s recent full-year 2017 US digital advertising report, non-video display advertising was worth $27.5 billion in 2017.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Ruthless Prioritization: The Key to Marketing Momentum

    Marriott launches its own media retail network

    Why marketers have a love-hate relationship with complexity

    If Harry Potter led marketing operations, where would his team sit?

    How a smart email strategy helped Apple Rose Beauty thrive during the pandemic

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

The Retail Renaissance Report, USA Edition: 4 Keys to Predicting Online & In-Store Demand Across Global Markets

Thinking Bigger About Marketing Budgets

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.