What the author does not detail, though, is that all data is not created equal. Amazon has purchasing intent data. When a user searches for "basketball" on Amazon, they are looking to buy a basketball from Amazon. Advertisers would pay a lot to position their product at the top of the user's webpage. And they do. Therefore, I think the author is conservative. My take is that Amazon's market share of digital advertising will continue to grow since they are at the very bottom of the consumer funnel.
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