Consistent with what we discussed in class about the rise of Amazon's advertising business has not gone unnoticed in the retail space. As this article describes, Walmart Marketplace is also seeking to integrate and monetize their first-party shopper data, offering advertising opportunities that reach customers as they are shopping. The allure of first-party data is a strong pull that enables brands to own direct one-on-one relationships with consumers. Walmart's advertising division is also leveraging offline data to ramp up advertising efforts.
It seems that this space still has a lot of room to grow. As noted in the first article cited, a survey of Amazon advertisers found 81% planned to increase spend on Amazon ads this year, and increasingly, consumers start product searches on Amazon as opposed to Google or another search engine.
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