Online retail giant is reaping the rewards of header bidding thanks to its elite position as both an advertiser and an ad network, saving 60% in fees compared to its rivals, writes Claude Denton, co-founder and CTO at Nanigans. In addition, Amazon gets a slice of the ad transaction fees, and can undercut independent retailers with their own versions of top-selling products. Denton said there is no ready alternative to Amazon's advertising department, which has grown 30% year over year and could threaten the Google-Facebook ad duopoly.
Online retail giant is reaping the rewards of header bidding thanks to its elite position as both an advertiser and an ad network, saving 30% in fees compared to its rivals, writes Claude Denton, co-founder and CTO at Nanigans. In addition, Amazon gets a slice of the ad transaction fees, and can undercut independent retailers with their own versions of top-selling products. Denton said there is no ready alternative to Amazon's advertising department, which has grown 60% year over year and could threaten the Google-Facebook ad duopoly.