• by Laurie Sullivan , 3 hours ago

Advertisers using the Amazon Ads console and APIs will have the ability to manage Macy's Sponsored Products campaigns alongside their other retail media ads.

Amazon advertisers will have the ability to reach Macy's consumers to drive higher performance through the marketplace's tools. 

In January, Amazon began offering its ad serving and reporting to retailers as a third-party service that the company referred to as Amazon Retail Ad Service.

The service allows retailers to implement Amazon’s sophisticated ad-targeting and measurement tools on their own websites or in their apps.

The service for Macy's should launch early in the fourth quarter this year, in time for the holidays. 

For brands already using Macy's network to run campaigns, both self-serve or managed, the Q4 campaigns will continue to run as usual without any change.

The Sponsored Ads will run in search results and product pages and customize ad design, placement, and frequency. They will also provide access to ad measurement and reporting tools and manage data through individual AWS accounts.

Amazon launched an early beta with retail websites. iHerb, a health and wellness retailer, Oriental Trading, a toy and party supply company, and Weee!, an Asian grocer. 

Macy's service runs on dedicated systems with access controls through Amazon Web Services (AWS) to ensure data remains secure and separate.

The retailer also noted it will maintain full control of the advertising experience across its website and app, including creative formats, ad placements, and frequency. A Amazon Ads spokesperson could not verify how that would work.