Amazon is hungry for programmatic ad dollars
Adam Epstein, cofounder and CEO of retail media tech firm Gigi, said that Amazon’s new tool takes direct aim at The Trade Desk and Google, who are both aiming to grow the amount of TV inventory that flows through their ad-buying platforms.
“Amazon’s big bet is to consolidate the DSP for most of their big buyers,” he said.
Amazon has steadily built out its publisher-focused technology to allow advertisers to buy publishers’ TV ads through Amazon DSP, he said. Epstein suggested that the goal of doing so is to quell advertisers’ concerns that Amazon’s adtech favors buying ads on its own platforms.
But to continue growing the number of advertisers that use Amazon DSP, Amazon needs to appeal to TV advertisers, Epstein said.
“They’re trying to make it as enticing as possible on all fronts for an advertiser to consolidate their spend, specifically around TV commitments,” he said.
