Amazon advertising is strategically cozying up to key agencies

Amazon is getting close to advertising agencies to ensure their media spend is flowing the right way as the giant retail platform continues to weaken the dominance of Google and Facebook, according to analysis by Forrester. The US-based online retailer is offering exclusive deals and data partnerships. But the industry analysts say don’t get excited too quickly. And watch out because Amazon would love to get that ad spend directly from brands. "Agencies cannot and should not treat Amazon as just another ad channel because of its status both as an eCommerce platform and a media platform," says Forrester analyst Collin Colburn.

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