Online retail Amazon 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 Amazon . In addition , Amazon saves a slice of the ad transaction costs , and can undercut independent retailers with their own portfolio of top - selling products . Amazon 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 .
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.