Amazon unveiled a new service that lets other retailers manage contextually relevant campaigns on their own websites with the aid of the e-commerce giant’s ad tech.
Amazon Retail Ad Service helps retailers to run ads on their search, browse and product pages while controlling campaign functions like creative formats, ad placement and ad volume. Retailers will also be able to guide what a customer sees after clicking an ad, whether that’s a product page, quick view image or add-to-cart function.
Amazon Retail Ad Service shows the e-commerce giant extending its proven solutions to other retailers that want to get in on a lucrative market without the costly and complicated process of standing up ad tech. The move stands to disrupt the ecosystem of third-party vendors that have jumped on the booming retail media opportunity, seeking to help retailers establish the infrastructure necessary to succeed in an increasingly competitive category. (Marketing Dive)