For the last few months, I’ve been sort of ranting about seeing the Amazon Ad Platform. I told Mr. Gray earlier this year (some time in the summer) that I predicted Amazon to start getting the hype up around Christmas/New Year’s about their own RTB Advertising Platform. I also mentioned this to a few live event attendees at our last Grind Session in NYC. Well, I was pretty close. The word is out now.
Over the past year, Amazon has built a proprietary real-time bidding platform that plugs into exchanges and supply-side platforms, including Google’s AdX and PubMatic. This platform lets the company retarget its users across the Web based on their browsing and purchase habits on Amazon’s owned-and-operated properties. That could be a game changer.
Amazon slowly rolled out the platform in 2012, but as early as the first quarter of 2013 it will introduce a self-serve real-time bidding platform for media buyers, including agency trading desks, which will be able to use the platform to manage their own buys, according to multiple sources with knowledge of Amazon’s plans.
While Amazon has yet to demo the platform for agency buyers, according to trading desk executives with knowledge of Amazon’s plans, the platform is expected to let buyers leverage Amazon’s valuable data—to an extent. The self-serve RTB platform would hypothetically function similarly to Facebook’s Ads Manager in terms of how buyers could target their ads.
Many media buyers agreed that Amazon has the potential to seismically shift the online advertising market, with Google, Amazon and Facebook replacing Yahoo, AOL and MSN as online advertising’s big dogs. Ads run through the RTB platform are expected to feature Amazon branding, as is currently often the case with Amazon Advertising Platform ads.
I for own along with Mr. Gray are eager to start testing this out. We are waiting on some news from a couple of other large companies that I’ve predicted to open up RTB Ad Platforms as well and will post up the news as soon as we get it.
Will you be testing Amazon’s RTB Platform? Why or why not?