The
Wall Street Journal offers up its take on Amazon's push into ad tech, a move into header bidding, among other things, that
Ad Age broke last week. First, it notes that Amazon's
Publisher Services group is rolling out a header bidding product that's "designed to help web publishers enable multiple ad buyers, including ad networks and ad agencies, to bid on ad space
simultaneously." The goal, of course, is to help publishers get more control over their ad inventory and derive more revenue from it. The nuance is that Amazon's version of header bidding is
cloud-based and reportedly transparent, enabling publishers to "pull in multiple sources of demand without clogging up their websites with lots of code from different header bidding providers, and
slowing down their page loads,"
according to Tim Craycroft, Amazon’s vice president of worldwide advertising platforms, the
Journal reports. The header bidding auction happens
in Amazon’s cloud, not on publishers’ sites, Craycroft told the
Journal. Second, Amazon has launched something called Shopper Insights Service, a tool that aims to help publishers
understand who's visiting their sites using Amazon's shopping data.
Read the whole story at Wall Street Journal »
