Amazon’s Digital Display
Amazon recently launched a new display advertising initiative in which the e-commerce giant has begun selling ads on third-party websites. Powered by the real-time bidding technology of startup software company Triggit, Amazon uses the data it collects about its visitors to target prospects, Triggit buys the advertising inventory most relevant to specific users, and Amazon resells those ads to website owners – a first for the company. Whereas Amazon has previously sold ads on its own site and others that it owns, Triggit’s software allows the company to target specific users across nine ad exchanges and more than four million websites. With the amount of user data that Amazon has at its disposal, this will not only create a potentially huge new revenue stream for the company but also present significant new retargeting possibilities for millions of Web marketers.