Amazon.com's ad network

TheWindBringeth · Dec 22, 2012

I don't recall seeing this mentioned here and I just came across it myself, so....

Amazon’s Next Big Business Is Selling You
http://www.wired.com/business/2012/10/amazon-next-advertising-giant/

...Amazon has set up its own demand-side platform, or DSP, that the company has been pushing to ad agencies in recent months.

In essence, DSPs allow advertisers to bid on unused ad space on sites across the web. But they’re not just bidding on the space. They’re bidding on users who match a certain set of traits. In the case of an Amazon-powered DSP, to use a hypothetical example, let’s say someone went to Amazon-owned Zappos and searched for basketball shoes, a search that Zappos saves in that person’s browser in the form of a cookie. That same person then clicks over to ESPN.com. If ESPN’s ads are wired to Amazon’s DSP, the platform decodes the cookie and sees it has a person who’s interested in buying basketball shoes on the hook. Nike puts in the highest bid to Amazon for the eyeballs of anyone who’s searched Zappos for basketball shoes. Voilà: That person sees a Nike ad.

Utzschneider told Ad Age that Amazon shares two kinds of user data with advertisers: general categories that Amazon assigns to users based on their online behavior, such as “fashionista, gadget geek, mom or coffee enthusiast,” as well as data on what a user has looked at on the site. There’s nothing to suggest Amazon is sharing actual purchase data with advertisers.
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Amazon.com's ad network

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