Amazon Opens Off-Amazon Shopper Data for Display and Video Ad Targeting
· 6h ago · Originally reported by Adweek
Amazon has expanded its advertising targeting so brands can reach Amazon shoppers based on their purchases at other retailers, including Walmart, Kroger, Walgreens, Dollar General and Sephora. The capability applies to display and video ads on and off Amazon.
Why it matters
Retail media has mostly been locked inside each retailer's own data. Letting advertisers combine Amazon audiences with shopping signals from other major retailers blurs the walls between walled-garden retail data and could reshape how off-site display and video ads are bought.
Explain it like I’m new here
It's like Amazon now lets advertisers mail catalogs to people based on what they also buy at other stores, not just at Amazon itself.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
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