Can Amazon be an advertising platform? Case studies from Universal Pictures, Huggies and UbiSoft

Amazon's evolution from pureplay online retailer to a retail and advertising platform is the focus of this report from ad:tech San Francisco, and illustrated by three case studies.

Can Amazon be an advertising platform? Case studies from Universal Pictures, Huggies and UbiSoft

Geoffrey PrecourtWarc

"It is just Day One for advertising at Amazon.com," according to Lisa Utzschneider, VP/global advertising sales digital destination. But advertising could become a seriously lucrative business for the company.

In 16 years, Amazon has moved "so beyond retail," Utzschneider told an ad:tech San Francisco 2012 keynote audience. "We've expanded into 42 different categories and we're a global company."

It's become more than a shopping/shipping service. It's a place where people assemble. Where there are audiences, advertising is a natural enough consequence....

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