Amazon's new pitch to advertisers is aimed at stealing dollars from Google and The Trade Desk
Amazon is pitching advertisers on its ad-buying tools that place ads on Amazon's own properties and other publishers' websites.Amazon is also allowing sellers to drive ad traffic to direct-to-consumer websites to expand its base of advertisers.
The advertising consultancy Jounce Media predicts that Google, The Trade Desk, and Amazon will collectively control about 63% of the DSP market share this year, with Google owning 41%, The Trade Desk capturing 12%, and Amazon getting 11%. Ad buyers briefed by Amazon said that these tweaks particularly benefit financial institutions and insurance companies. Those companies don't sell on Amazon, but have become some of Amazon DSP's top clients from using the new tools and Amazon's data to fine tune their ad targeting.
Now, Amazon is allowing advertisers who sell products on Amazon to drive traffic to their own websites so they can manage their own direct-to-consumer sales, said Podean's Johnson.
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