The Amazon Experience is Expanding with New Ad Network
Amazon is a very big marketplace in several sectors: retail, e-publishing, music, daily deals and digital content to name a few. Now the web giant is looking to enter yet another business, launching a brand new ad network.
In partnership with San Francisco-based ad company Triggit, Amazon will take a big-data approach to monetize ads on third party sites. Triggit will acquire ad space specific Amazon users are looking at on third party sites, and the latter will serve up ads to those users.
“This is another take on ‘retargeting,’ where advertisers trail Web surfers from site to site, and which has become standard issue for Web advertising. Retargeting rankles some privacy advocates, since Web surfers usually aren’t aware that people are tracing their movements.”
Visitor data is theoretically anonymous , but this kind of activity is still enough to raise some privacy concerns over just how protected users’ data will be on the network. Nevertheless, despite the fact that these concerns are not going to go away anytime soon, the ad network has a very plausible potential of becoming a major money maker for Amazon, potentially generating a very strong revenue stream as it grows.
Advertising and big data are turning out to be a very good combo for not just Amazon, but other companies as well. BI solutions maker ClickFox is one, and after seeing some serious growth the company formed an sdvisory board last week.
Amazon took on a major role in the economy, and not just from the marketing angel. Its shares were up 4 percent after Morgan Stanley raised Amazon price target to $245 from $225 and placed the company’s shares on its “Best Ideas” list. This is thanks to a number of significant pushes lately, including the sign up of Beauty Encounter as the latest major online retailer that now leverages Amazon Payments.
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