Kenshoo will now support ecommerce advertising, and added Amazon to the list of locations in which marketers can buy advertising space.
The news announced this week follows an undisclosed amount in a round of funding to build a business unit at Kenshoo to support ecommerce, said Oren Stern, GM at Kenshoo.
Stern said this is just the start of a new venture for Kenshoo. "In the future advertisers might also have the ability to also drive ads across sites like Walmart.com and Jets.com," he said. "In the future we will see many more of the ads budgets driven by merchandising and ecommerce."
The move pits Kenshoo against rivals such as Criteo's HookLogic, which focuses on supporting retailers with search ads and performance marketing. Stern said HookLogic is based more on display, whereas Kenshoo wants to focus on native.
About a dozen brands such as Levi Strauss & Co have been testing the platform prior to the official launch. The ads, which run on Amazon, augment search ads running on Bing and Google, as well as ads on Facebook and other social platforms. Kenshoo's platform will let advertisers buy all three of the ad types Amazon offers: sponsored products, headline search, and product display.
Stern said Kenshoo wants to increase transparency as to where the ad dollars are going.