The Ad Platform: What s coming up for programmatic in the next 10 years
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Almost all digital display advertising is transacted programmatically now but that doesn t mean programmatic isn t still evolving. Gila Wilensky, president, US at programmatic media firm Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Xaxis is expecting for the next 10 years of programmatic advertising, including how AI will continue to evolve in the space, how addressability and measurability will change post-cookie, and what the maturation of ecommerce means for digital advertising.
Google used its display market dominance to boost its ad buying business, new documents reveal
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Google is in hot water again after it unwittingly confirmed suspicions that it used its dominant position in the display ad market to give preference to itself and its clients in a program known as “Project Bernanke.” This confirms the very suspicions at the heart of the Texas-led antitrust suit that was filed against the tech giant in December. Over the weekend, Google accidentally filed several unredacted court documents in response to the suit, which were viewed by The Wall Street Journal before being refiled with redactions.
Amazon’s share of the US digital ad market surpassed 10% in 2020
Pandemic-fueled ecommerce growth propelled sponsored product and brand ad business
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Amazon’s share of the US digital ad market surpassed 10% in 2020: Pandemic-fueled ecommerce growth propelled sponsored product and brand ad business
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As the pandemic drove consumers to move their spending online in 2020, Amazon benefitted in a big way. But it wasn’t just its ecommerce business that grew by double digits. Its advertising business grew by 52.5% last year, pushing Amazon’s share of the US digital ad market past 10% for the first time. This has only strengthened its position as the No. 3 ad publisher in the US.
By John Glenday-07 April 2021 09:58am
Amazon’s share of the US digital ad market edges past 10%
Amazon has cemented its position as the third-largest ad publisher in the US behind Google and Facebook in the aftermath of a pronounced consumer migration towards online spending in 2020, according to analysis by eMarketer.
Where customers come advertisers duly follow, propelling Amazon s ad business to 52.5% growth and pushing it above a 10% share of the US digital ad market for the first time.
Amazon’s 2020 victory in numbers
Profiting from the pandemic, Amazon has made up ground on the ad publishing duopoly of Google and Facebook as brands queue up to build their presence among the e-commerce giant s ever-growing customer base.
Dive Brief:
Amazon s share of the U.S. digital advertising market last year surpassed 10% for the first time as marketers sought to reach homebound consumers as they shopped online during the pandemic. The 53% growth in the e-commerce giant s ad business to $15.73 billion pushed its market share from 7.8% in 2019 to 10.3% last year, per information researcher eMarketer emailed to sister publication Marketing Dive.
Amazon s U.S. ad business this year will grow another 30% and exceed $20 billion for the first time, eMarketer said in a revised forecast. The researcher estimates Amazon s ad business will continue to swell, surpassing $30 billion by 2023 as marketers buy ads on its e-commerce site. Its streaming platforms including Amazon Fire TV, Twitch and IMDb TV also are seeing significant growth in video ad revenues.