The three main players in the digital advertising ecosystem have been circling each other for years, but now Amazon looks poised to take the lead. In 2019 Amazon had close to $10bn in ad revenues, giving it 8% of the digital ad market. It has been estimated that by 2021, nearly one in 10 US digital ad dollars will go to Amazon, and given that Amazon has some 310 million active users, no retailer can afford to ignore it.
Of course, what this also means is that achieving stand out in this increasingly crowded market place is getting trickier. Attracting...