Amazon Sets Its Sights on Facebook-Google Duopoly

While Facebook and Google have long been the sweethearts of the digital advertising world, Amazon has been quickly and quietly gaining status in this $129 billion per year — and growing — industry. Facebook and Google control approximately 22 and 38 percent of digital ad space, respectively. Amazon has established itself as the leader in online retail sales, but it’s not content to stop there. It is now also fighting for a share of online search and advertising. According to Nancy Arnold of Diray Media, Amazon is expertly positioned to succeed in the direct-to-consumer advertising vertical because it has captured a tremendous amount of consumer data and observed consumer behavior, likely since its inception. It has an unsurpassed understanding of how people behave when shopping online and how to connect with them. Consumers also are largely trained to make Amazon their destination for such products.

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