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At the Digiday Media Buying Summit last month in New Orleans, we sat down with 63 media-buying executives to learn their thoughts on running ad campaigns on Amazon. Check out our earlier research on U.S. publishers’ adjustments to Facebook’s news feed changes here. Learn more about our upcoming events here.

Quick takeaways:

  • Sixty-three percent of media buyers in Digiday’s survey from the event said they have bought ads on Amazon.
  • Campaign measurement is the most common challenge when advertising on Amazon.

With an ad business that earned $1.7 billion in 2017, Amazon is quickly outgrowing other major e-commerce retailers’ ad businesses. Accordingly, 63 percent of the media buyers surveyed at the Digiday Media Buying Summit reported purchasing ads on Amazon, making it the most popular platform to advertise on among respondents. Of those that bought digital retail media, 89 percent of them purchased ads on Amazon.

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