PerformanceININside Performance Marketing
PI LIVE Updates & News
Amazon Streamlines Ad Business to Single Platform

Amazon Streamlines Ad Business to Single Platform

PerformanceIN

The e-commerce retailer hopes that the centralisation of its ad business would help advertisers to buy more ads on the platform.

E-commerce giant Amazon is merging its ad business into a single platform so that advertisers will be able to buy campaigns – whether selling products directly to the site or to its shoppers as third-party sellers – all from one place.

The move comes as the third biggest media partner continues to differentiate how first and third-party sellers manage and purchase campaigns.

In addition, the changes come in a response of criticism around the navigation process around its multiple ad offerings with different divisions for businesses that sell to Amazon and for those selling their own products on the e-commerce site.

As reported on Digiday, Amazon is working on a consolidated platform that will merge all of its campaign reporting and advertising productions – Amazon Media Group, Amazon Marketing Services and Amazon Advertising Products into one place.

With Amazon generating $2.2 billion in its latest quarter, in addition to becoming the biggest spender of programmatic advertising – accounting for 10% share of the top 50 programmatic advertisers – the e-commerce retailer is hoping that the centralisation of its ad business would help advertisers to buy more ads on the platform.

Last month, Amazon was reportedly working directly with advertisers on deals through Amazon Marketing Services – completely cutting out media agencies in the buying process.

With questions around the ad buying process in general, these developments from the e-commerce retailer are clear indications of its response to the advertising industry with Amazon’s CFO Brian Olsavsky highlighting the changes to the ad buying process on its platform are being implemented to make the process more “usable” and “automated”.

Continue the conversation

Have something to say about this article? Comment above, share it with the author @Mos210890 or directly on Facebook, Twitter or our LinkedIn Group.

Mustafa Mirreh

Mustafa Mirreh

In addition to managing editorial on PerformanceIN, Mustafa reports on the latest day-to-day news updates from the world of digital marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players and stakeholders.

Based in Bristol, Mustafa graduate with a marketing degree before delving into the world of music journalism through self-starting an online blog and collaborating with other publications. Now he has joined the PI team and has set his sights on succeeding in digital marketing.

Read more from Mustafa

You may also like…