Amazon Has a New Way to Prove That TV Ads Drive Sales

Bolstering Amazon’s retail media dominance

Model+ pushes Amazon additional forward of rivals within the retail media house, famous Mike Feldman, senior vp and world head of retail media at VaynerMedia. He stated that it’s a compelling play as Amazon goals to persuade extra shoppers to make use of Amazon DSP as their main DSP over options like Google or The Commerce Desk.

“Amazon has extra knowledge and is utilizing it extra successfully than everybody else,” he stated.

Whereas the brand new instrument will possible assist ecommerce-first advertisers determine new or particular audiences extra effectively, Feldman stated it additionally creates a possibility for advertisers that don’t promote direct-to-consumer on-line or through Amazon. As a result of it permits manufacturers to focus on advertisements primarily based on such a variety of knowledge, non-endemic advertisers like automakers and finance firms are additionally prone to profit.

“The extra that you simply plug into Amazon’s [retail media business], the simpler that’s going to be, as a result of they simply have such a ridiculous quantity of knowledge,” Feldman stated. “To assume any model can do it on their very own, or couldn’t do it higher with Amazon, appears actually short-sighted.”