Delve In What the Quarterly Results For Big Tech Titans Are Saying

The quarterly results for big tech companies are out. Here are some key takeaways for advertisers and marketers.

Microsoft

Microsoft’s fiscal year has been challenging on many fronts. The acquisition of Xandr, the ad-buying platform, and the increase in search volume revenues failed to produce satisfactory results, making Microsoft miss the mark in Q4. With continuous commitments to investing in artificial intelligence technologies, analysts predicted the quarter to be successful for Microsoft. The company attributed stagnant growth to a decline in advertising spending, which was lower than a quarter on quarter.

Its Talent Solutions contributed to the company’s revenue growth exceeding expectations. Despite the increased revenue, Microsoft reported a reduction in numbers due to low ad spending. The tech giant concluded it was due to marketing solutions decline. LinkedIn’s revenue increased due to growth in Talent solutions. Microsoft Cloud showed promising growth in all of its businesses with improvements in its verticals. Search and news advertising went up with the Xandr acquisition.

By the numbers:

• Revenue was up by 8% increasing to $56.2 billion.
• Advertising and news search revenues up to $86 million, a 3% increase including traffic acquisition cost, 8% increase excluding traffic acquisition cost.
• Azure Cloud revenue growth slowed from 27% to 26%.
• LinkedIn revenue increased by 5%.
• Microsoft Cloud’s quarterly revenue was 21% or $30.3 billion YoY.

Currently, the company is prioritizing developing and spearheading safe generative AI models and practices. Their aim is to help customers use Microsoft Cloud to make the most of their digital resources and drive operations control.

Satya Nadella, Chairman and Chief Executive Officer, Microsoft stated in the Q4 results announcement,

We remain focused on leading the new AI platform shift, helping customers use the Microsoft Cloud to get the most value out of their digital spend, and driving operating leverage.

Amy Hood, Executive Vice President and Chief Financial Officer at Microsoft cited,

Advertising spend was slightly lower than anticipated which impacted Search and News advertising and LinkedIn Marketing Solutions. For LinkedIn, we expect revenue growth in the low to mid-single digits.

She further added,

Even with share gains in our hiring business, growth will continue to be impacted by the overall markets for recruiting and advertising, especially in the technology industry where we have significant exposure.

Meta

Meta produced results in Q2 that exceeded analysts’ expectations. Revenues from advertising rose robustly. The revenue uptick signaled the social giant’s ad business recovery after previous years of gloom and cross-border concerns. Meta cited the increase in DAUs for Reels, the company’s short-form video content app. This attracts 200 billion people to Facebook and Instagram. The app also generated $10 billion annually, which is a $3 billion increase Q/Q.

The company credits the increase in ad revenues to Threads, the text-based app, and continued investment in artificial intelligence. The company ascribed the increase in ad impressions to a heightened focus on TikTok’s rival Reels and AI-driven products as the key factors in the positive outcome. Meta commits to AI advancements and data centers. The CEO has also highlighted AI as the focal point of Meta’s growth strategy. He predicts revenue from AI-powered structures for marketers, AI chat agents, and productivity tools for employees.

By the numbers:

• Revenue up to $32 billion, up 11%.
• Facebook DAUs are 2.06 billion on average, an increase of 5% year over year.
• Facebook’s MAUs of 3.03 billion increased by 3% year-over-year.
• Family daily active people (DAP) 3.07 billion on average, 7% up Yo-Y.
• Family monthly active people (MAP) 3.88 billion and 6% higher Yo-Y.
• Ad impressions in Q2 2023 increased 34% year-over-year and the average price per ad decreased 16% Yo-Y.

Susan Li, Meta’s Chief Financial Officer however stated that their ongoing commitment to invest in Reality Labs, Meta’s unit for metaverse-related initiatives negatively impacted their results. However, it will not hamper their ambition to spearhead metaverse developments.

Mark Zuckerberg, CEO of Meta added,

We had a good quarter. We continue to see strong engagement across our apps and we have the most exciting roadmap I’ve seen in a while with Llama 2, Threads, Reels, new AI products in pipeline, and the launch of Quest 3 this fall.

Alphabet

Alphabet, Google’s parent company overcame its advertising slump in the Q/Q, signaling a return to momentum with favorable results. The revival of their revenue graph was needed to reshape the competitive AI technology landscape. The Q2 results erased concerns about Google losing digital ad prowess to AI advancements on the financial forefront.

The company attributed the overall growth to increasing Google Cloud Services demand, which is anticipated to adopt AI as it advances. The rise in revenues can be traced to costs from YouTube subscriptions and the Pixel family’s content acquisition. YouTube witnessed a surge in stabilized ad spending despite competition from TikTok. Google Cloud revenues were up due to its AI-optimized structure which piqued consumer interest.

By the numbers:

• Revenue was $74.6 billion, up 7%.
• Ad sales rose 3% to $58.1 billion.
• YouTube revenues increased by 4% to $77 billion driven by brand advertising.
• Network advertising revenues were down 5% at $7.9 billion.
• Google Search and other advertising revenues were up 5%, to $42.6 billion.
• Google Cloud revenues are up 28%, at $23.5 billion.

Alphabet is certain that the money needed to finance AI advancements will come from Google’s advertising engine. As such, Google has predicted that it will face more difficulties not only from rivals like ChatGPT, Microsoft, and Bing but also from Amazon’s shopping unit and TikTok and Reddit in trending topics. As part of its efforts to strengthen cybersecurity capabilities, search, and advertising capabilities, the CEO mentioned that AI would be integrated across its product groups.

Sundar Pichai, CEO, said in the announcement,

There’s exciting momentum across our products and the company, which drove strong results this quarter. Our continued leadership in AI and our excellence in engineering and innovation are driving the next evolution of Search and improving all our services.

CFO Ruth Porat commented,

We expect elevated levels of investment in our technical infrastructure, increasing through 2023 and continuing in 2024. The primary driver is to support AI opportunities across Alphabet, including investments in GPUs and proprietary TPUs, as well as data center capacity. With all that said, we remain committed to durably re-engineering our cost base to help create capacity for these investments in support of long-term, sustainable financial value.

Amazon

Amazon released its second-quarter earnings, and the numbers were impressive. According to CEO Andy Jassy, Amazon saw developments in areas they had been steadily advancing in for the past quarters. The e-commerce giant attributes its revenue growth to the rise in price points, selections, and convenience available to its consumers. Amazon continues to see strong demand for everyday essentials, positive feedback from customers, and updates to its website, mobile apps, and customizations.

AWS growth stabilized in Q2. Moreover, it continues to grow with customers, partner networks, functionality, and operational presentation. AWS revenues were twice as high as any other provider. Amazon is constantly working to further AWS technologies and features to aid customers in leveraging generative AI, productivity, and security. Ad revenue increased due to performance-based advertising efforts, improved customer relevance of ads, and ML benefits to understand ROI and ad spending for brands.

By the numbers:

• $134.4 billion revenue, an increase of 11% Y-o-Y vs estimates of $131.5 billion by Refinitiv analysts.
• Advertising revenue is up 22% Yo-o-Y, to $10.68 billion.
• AWS sales revenue growth of 12% Yo-Y to $22.1 billion.
• Subscription service revenues including Prime memberships were up 14%, at $9.8 billion.

Amazon is currently working on enhancing Machine Learning models to help marketers access audiences that were difficult to reach with Amazon ads. During an AWS event in New York, Amazon also committed to enhancing generative AI-powered applications with the latest and improved pre-trained large language models (LLMs).

CEO Andy Jassy mentioned in the earnings call,

As the economy has been uncertain over the last year, AWS customers have needed assistance cost optimizing to withstand this challenging time. They have also needed assistance reallocating spending to new initiatives that better drive growth. We’ve proactively helped customers do this.

Apple

Apple reported their results for the third quarter that were better than their expectations, however, revenue was down Yo-Y. The company attributed the growth in its revenue to healthy iPhone sales across the world. Apple set an all-time high record for services revenues, including advertising, the app store, and music, exceeding its predictions. The slump in iPad sales revenue was accredited to the iPad Air launch in the prior year. They continue to invest in product enhancements to encourage customer satisfaction which was reported to be 98% across the U.S.

By the numbers:

• Revenue was $81.8 billion, down 1% Yo-Y.
• iPhone revenues are $39.7 down 2% Y-o-Y.
• $6.8 billion, down 7%, for Mac.
• iPad $5.6 billion, down 20%.
• Wearables home, and accessories revenues were $8.3 billion up 2% with expectations.
• Services revenue $21.2 acceleration of 8%.

Apple is releasing its most ambitious and advanced personal electronic device, the Apple Vision Pro early next year for ordinary consumers. It is currently only available to advertisers, content creators, etc for demo purposes and has received stellar reviews.

AI and machine learning will continue to be an integral part of product design. Apple is planning to introduce AI and ML-powered live voicemail in iOS 17. They have also invested in research into generative AI and continue to responsibly enhance their products with these technologies. This is with the goal of enriching people’s lives.

Tim Cook, Apple’s CEO said,

We are happy to report that we had an all-time revenue record in Services during the June quarter, driven by over 1 billion paid subscriptions, and we saw continued strength in emerging markets thanks to robust sales of iPhone. From education to the environment, we are continuing to advance our values, while championing innovation that enriches the lives of our customers and leaves the world better than we found it.

Luca Maestri, Apple’s CFO, further remarked,

Our June quarter year-over-year business performance improved from the March quarter, and our installed base of active devices reached an all-time high in every geographic segment.

Snapchat.INC

Snapchat reported its quarterly results and they were mixed. Although revenue was up Q/Q, it still saw a Yo-Y dip. Just like its competitors, Snapchat is grappling with a slump in advertising revenues. Snapchat also introduced an exciting and innovative AI feature a few months back to keep the platform happening and engaged. My AI, Snapchat’s AI chatbot is now integrated into group chats, recommendations, and ‘Lens’ suggestions.

By the numbers:

• Revenue was $1,068 million compared to $1,111 million the previous year
• DAUs 397 million, an increase of 50 million or 14% Yo-Y
• 4 million global users for paid subscriptions introduced in the previous year

This quarter, the social media company pledged to improve advertisers’ expectations through machine learning technology. It will do so to upgrade its framework, find creative approaches to measuring and optimizing ad spending, and encourage new leadership. Its continuous investment in ML infrastructure has improved company ranking and content personalization.

Snapchat believes that it will face healthy community growth in the next quarter with expected DAU increases of 405 to 406 million.

Evan Spiegel, Snapchat’s CEO said,

We are excited by the progress we have made delivering increased return on investment for our advertising partners, growing our community to 397 million daily active users, and reaching more than 4 million Snapchat+ subscribers.

 

Omnicom Media Group

Omnicom Media Group ended its second quarter of 2023 on a high note. The organic growth rate was up 3.4% compared to the previous quarter’s results, placing it within its projected range. Omnicom spearheads generative AI developments in the media business. Their ongoing strategic alliances with companies like Adobe, AWS (Amazon Web Services), and Microsoft help them do this.

The business has also promised to invest in media sales capabilities, environmentally friendly technology, and data from first parties. They are currently realigning their staff to match strategy choices and outlook.

By the numbers:

• 3.4% organic revenue growth in Q2 23, with $3,609.9 million revenue
• Advertising Media revenue growth was 4.2%, while organic growth grew by 5.1%
• Third-party costs which include supplier costs the company incurs when providing services to clients increased to $86.8 million
• Organic growth rate for Public Relations was up 0.1%, while execution & support decreased by 3.8%

John Wren, Chairman and CEO of Omnicom said in the announcement,

While the balance of the year will continue to see economic uncertainty, we are entering a dynamic and exciting new era for our company. Omnicom has secure leading positions in generative AI technologies and partnerships to deliver on our promise to achieve the best outcome for our clients and increase the operational efficiency of our company.

 

eBay

EBay has exceeded Wall Street’s expectations in all key metrics and delivered positive results. However, the marketplace’s weakened momentum among active buyers was worrying. Gross merchandise sales decreased also recorded. 

In spite of this, the e-commerce marketplace believes that its increasing focus on AI integration into its platform will drive further user momentum. The company currently prioritizes laying a strong foundation for generative AI tools across the website to aid marketers and product listers.

By the numbers:

• Revenue was up to $2.51 billion, an increase of 5% from the previous year
• Advertising revenues were $367 million, up 33.5% Yo-Y.
• Promoted Listings revenue was up 47%, reporting $341 million
• The active buyer base declined by 4%

In the next five years, eBay plans to implement AI enhancements in every part of its organization. They are constantly integrating generative AI features into their site. They are also working towards reinventing the e-commerce landscape. Its work has already produced stellar results and hopes to deliver long-term results.

Jamie Iannone, CEO said,

The foundational work we’ve accomplished over the past 3 years has set us up for a new phase of innovation. Our teams are focused on thinking bigger and moving faster as we build game-changing features and functionality for customers to keep eBay at the forefront of eCommerce.

 

Read More: Advertise Your Brand in the Metaverse: The Future of Digital Advertising

How to rank well on Amazon? Performing SEO on Amazon

Introduction

It all started in the year 1994! A company named Amazon was founded and established in Bellevue, WA. During the initial years, the journey was not so smooth for Amazon. People around the world were not familiar with the online shopping experience and took them a series of the year to put their trust in the brand. However, soon the consumer and the market started realizing the potential of online shopping, the ease and effectiveness of ordering a product through an online portal. It was amazing how the world changed in the favor of Amazon and soon everyone was on the internet. It was not very long that social media came into picture and applications like Facebook and Instagram was launched. People started spending more time on the internet and the number of people utilizing the internet for their needs increased at a tremendous pace.

Even the brands in the market started realizing the potential of the internet. They showed interest in reaching to their consumers digitally and approaching them to purchase their products. People around the world found the method innovative and convenient and thus they started spending their time on different digital platforms on the internet. The advancement was unstoppable and soon the term digital marketing came into existence.

The digital market has seen tremendous growth in the past 10 years. As more traffic grows on the internet, the need to market the product to the right audience increases. People used different techniques to generate traffic on their websites. Some of the most common techniques used by people to generate traffic are:

• Search Engine Optimization (SEO)
• Social Media Marketing (SMM)
• Content Marketing
• Email Marketing
• Affiliate Marketing and many more.

The population of consumers on the internet is expanding at a tremendous pace. New brands are emerging to fulfil the needs of the consumers. Every day hundred’s of new businesses are entering the competitive world of marketing and advertising. All of them have something unique to offer to their customers. They are analyzing and developing an understanding of the current market trends. They are studying the existing scenarios and performing different tactics to attract customers towards their product. However, it becomes really difficult for new brands to make themselves visible to the right audience. Due to the changing trends in the market, it is hard to guess the next best step to predict the upcoming trends in the market. The uncertainty leads to the wrong strategy and sometimes to failure.

Brands use every possible technique to overcome the fear of failure. However, sometimes they make the wrong decisions in peer pressure and sometimes they hire the wrong people to work for them. According to a survey conducted by the Adscholars, nearly 90% failed businesses hired the wrong people to work for them which lead to failure. Therefore, it is always advisable to outsource your business to the pros, if you are unsure or uncertain of things.

Usually, the smaller brands do not have the adequate amount of resources to develop their team for digital marketing. Therefore, it is always advisable for them to hire help from outside. Outsourcing advertising firms have the right amount of experience and exposure to handle your business. Thus you can do research and find out the best outsourcing advertisement firm and pay them to get the job done. Trust me! It will save you a tremendous amount of money and effort.

Amazon is the biggest shark of the e-commerce business around the world with only a few competitors. The biggest reason for the success of Amazon is that it started at the initial stage of the emergence of the digital world. Now it is providing opportunities to millions of people to sell their product on its platform. However, it is not a charitable organization and does charge a hefty fee on every transaction. Yet, people find it profitable to sell their product on its platform. 

People have earned millions by selling their product on Amazon. The ease of selling provided by Amazon is admiring. With time using the right strategy, Amazon has gained the trust of its consumers. Amazon realized the true potential of the consumer market and it makes them comfortable in their homes. Now, a consumer does not need to leave home to purchase things that are required by them. All they have to do is move their fingers on their phone, explore through the wide range of products listed online and hit buy now! And just like that your order is placed and delivered to you with the most secure and fastest delivery around the globe.

Understanding the algorithm of Amazon

Before you start selling your products on Amazon, it is crucial that you understand the working of its algorithm. Getting to know the algorithm of Amazon will give you an edge to sell your product more effectively to your audience and you can devise a better strategy to sell more and you can be visible to the right audience at the most opportune time. It will also help you to improve your ranking among your competitors.

Amazon algorithm which is also known as A9 is a bit complicated. However, it is highly effective and it works flawlessly. Amazon algorithm is the reason the company has managed to achieve such a huge user base with sellers having the ease of doing the business.

The algorithm(A9) is named after its creator and it is the engine responsible for driving the Amazon to the top. A9 is a customer-centric algorithm and is designed to flash products which are best in terms of selling, having a great margin and provided by the sellers who value their customers. Therefore, if you want to be visible to your customers on Amazon, you have to make sure that you keep these three factors in mind.

It even allows the sellers to develop and set their algorithm to serve their customers more effectively. Recently, Amazon has made some effective changes in its algorithm getting more customer-centric. Hence, some people have started calling the algorithm A10 after these updates.

You do not have to be a programmer to understand the working of Amazon algorithm(A9). You can just get a basic idea of its functionality and plan your strategy accordingly. Here are the few basics that you must look into before setting up your store on Amazon and listing your products:

• A9 is a basic formula developed by the company to arrange the products according to the customer’s search and their preferences. It scans the products, reads through the descriptions, and analyzes the data attached to the product which is listed on Amazon’s marketplace. It is based on the technology of artificial intelligence(AI) and thus, works independently and smartly.

• The algorithm is smart and makes sure that it goes through the history of the customer’s last journey before presenting the customers with new preferences.

• The products which are placed on the front line are the best selling products on the platform, having an adequate margin and sold by the seller who has a customer-centric approach( Good service, value for money, on-time delivery and better return policy.)

• This is nothing new, mostly every eCommerce website has a similar algorithm placed in its core. However, Amazon keeps on evolving and always making the algorithm better for its customers.

• Four crucial metrics contribute to a better listing on Amazon. These factors are looked by the algorithm in specific detail before placing the product in the list:

1. The number of sales the seller has done so far and the revenue generated.
2. The relevance of searched keywords by the customer.
3. Best price for the product.
4. Availability of the product.

By following these simple observations, you can design a better campaign for your products and brand.

Key factors responsible for the ranking on Amazon

As we have stated above, the algorithm of Amazon is customer-centric and the more effective and efficient you are with your customers. There are better chances of you ranking in the top list. The four crucial factors that are responsible for the front line listing are:

• Sales: The algorithm analyzes your sales channel on the bases of your sales and value generation on the platform. It looks into your performance so far based on the dollars that you have earned for yourself and the platform.

• Relevant description and keywords: Secondly, it looks for the keywords that you have entered into your listing. The more relevant it is to the searched terms by the customer, there is a better chance that the algorithm will choose your product to be shown as the front line of the results.
• Pricing: When pricing your product you must pay extra attention and it is always advised to have a strategy for the pricing of your product. Most of the brands fail in business due to their poor pricing strategy. Several pricing techniques are available, some of the most crucial pricing techniques are:

Competitor based pricing technique: The formula for pricing your product based on this strategy is:

    Competitors Price = Your Product Price.

Cost-plus Pricing technique: The basic formula for calculating the pricing for your products using this strategy is:

    Cost Of Production + Margin = Cost of the final product (Cost-Plus Pricing).

Value-based pricing technique: This is the best strategy to price your product. According to the technique, you must price your product only after performing thorough market research and analyzing the value by checking every possible factor that can influence the pricing of your product. The formulae for pricing your product according to the value-based pricing is:

    Value of the product = Brand Advantage + Value of Product

Therefore, it is important to note that if your brand does not have an advantage of popularity, you must charge the customer only for the value of the product.

Benefits of SEO

SEO or Search Engine Optimization is the most crucial aspect of digital marketing. The technique helps you to stay visible to your audience, leading to high traffic on your page and website. It helps you to increase the credibility of brand and products and make you popular in the market.

For example, whenever we search something on Google, we only see the tops 10-20 results. Even though there may be a million more similar search results but we stick to the top results as we only trust them to be appropriate and related. Similarly, the top 3-5 results or links are among the most visited. This is because we don’t trust the credibility of other results shown by Google.

Similarly, if your website is listed and ranked among the top 5-10 search results on any search engine, there are high chances of people visiting it and trusting it for their work and even for purchasing products online. Hence, we provide you with several reasons why SEO can prove to be fruitful to your business.

• Better experience for the users: The users of the internet holds utmost importance in providing growth and revenue for any business running online. Therefore, it is crucial that you provide optimized and better experience to the users.
• The best source to generate leads: By optimizing your website or web page with SEO, you can generate leads effectively. The method has proven to be a sure shot success and helped millions of businesses to achieve unexpected targets in their businesses.
• Higher rate of conversion: The method not only helps in generating leads but also prove an asset when it comes to conversion. If you are looking to achieve high targets in your business, SEO can be the one good option that you can invest in wholeheartedly.
• Cost-efficient: Instead of investing hundreds of dollars on outbound resources, SEO can help you get inbound traffic and save all the extra money and investment that you will spend on outbound teams and data.
• Helps in getting physical customers to your stores: There is a higher chance that people who will see your store and website on the internet will visit your store or outlet physically.
• Increasing brand credibility: If you have a better rating and user traffic on your website, it will automatically boost the credibility of your brand.
• Created awareness for the brand: SEO is useful in creating brand awareness and will help your brand flourish in the market. The results and outcomes achieved by this technique are far more superior than any other method in the market.
• Makes your website mobile-friendly: SEO helps in optimizing your website according to the mobile interface. As most of the customers are using their phones to access the internet these days, it proves to be highly profitable in generating leads and in the process of conversion.
• A long term strategy for marketing your product: SEO proves to be a long term strategic approach and helps in expanding business over the years.
• Helps in establishing your business on social media platforms: The tool is useful for mobilising your business on social media websites like Facebook, Instagram, Twitter and other useful platforms.

How to perform SEO on Amazon?

As Amazon is the big shark of the eCommerce market, it becomes important to understand how to perform SEO on its platform. There are almost ten-millions items listed on the platform and making your product outshine them all is very difficult. However, you can achieve this goal by performing SEO.

Just like any other SEO performed on search engines, it is easy to perform SEO on the platform of Amazon! You can use the technique of SEO on Amazon to make yourself visible to the audiences. Like any other search engine, customers use the search bar to search their queries on the platform. The algorithm of Amazon makes sure that it provides the user with the most relevant results by searching its catalogue through different categories. 

In research conducted by Adscholars, it was found that if the searches are relevant, customers won’t even pass the first page on the website. Therefore, it is crucial that the products are described and the keywords are placed appropriately. 

It is important that we set our priorities right, the reason to use the platform of Amazon is to sell products. Amazon wants to strike the perfect balance between the customer and the seller. It wants the customer to be happy and the seller to earn more money by bringing back the customers to the platform for every purchase that they make.

Keywords are the most crucial factors that will affect your listing on the platform. Therefore, it is crucial that you place them correctly and according to the relevance of the product that you are selling. We will discuss more the usage of keywords on the platform in the upcoming headings.

What not to do when performing SEO on Amazon

People often tend to get carried away while listing their products on eCommerce websites and they tend to overdo things to make sure that they rank well! However, overdoing things results in poor ranking as the algorithm is not able to determine the correct path for your product.

People usually write lengthy, irrelevant descriptions for their products in the listing which leads to improper search results by the platform and the products lands to get poor ranking in the list shown in the search results. 

As we have mentioned, keywords are the most crucial aspect if you are willing to improve the ranking of your product in the listing. Therefore, it is highly relevant that you place the right keywords in the listing of your product. For example, a product “ Frypan” should not be labelled as “egg pan” or “ Pancake maker” in keywords as it can lead to confusion for the algorithm and the product will not be listed in the top searches if someone is looking for a “ Frypan” in particular.

Therefore, it is always advisable to keep your keywords simple and relevant according to the description of your product.

Also, you must not try to spam the algorithm by putting any fake links or by providing fake rankings to your competitors. These shortcut methods can put you in huge trouble and you might end up losing your credibility on the platform. There are high chances that your account might get suspended due to foul play or behavioral misconduct.

Performing keyword research

Performing keyword research is a crucial part of the listing of the product. There are hundreds of tools available in the market that you can use to see the most appropriate searches made by the people on the internet for any particular product. 

You have to be particular when putting the keywords in your listing. The algorithm on the Amazon platform also checks for the bounce-back time of the customer. Let us say that a customer clicks on your listing but leaves quickly after exploring the items. This will raise a doubt in the mind of the algorithm that probably the item is not relevant to the search result. Therefore, there is a huge chance that the platform will not show the same result in the future for the searched keyword and it will skip your product due to irrelevance. 

Hence, using the right tools and placing the right keyword is very crucial. 

Some of the best tools available for searching the keywords are:

• Amazon keyword tool
• Google Keyword planner
• Keyword tool

Also, the title of the product must be crisp and clear. It will help the algorithm to have a better understanding of your product and you will be able to grab the best rankings on the list.

Using Amazon keyword tool for searching relevant keywords

If you are willing to use the keywords for the SEO of your products on Amazon and looking for keywords, we would recommend you to use the Amazon keyword tool for the best keywords. It is the best way to find the most relevant keywords for your listing on Amazon.

Here, you must understand that Amazon is not just a selling platform. It is a smart selling platform which is innovative and not traditional in its approach. It provides every possibility for the seller to help enhance the selling experience for their customers. By providing efficient tools and techniques to its sellers, it helps Amazon to increase its credibility in the market, and it has proven to be highly effective for the company so far.

You must understand that keywords are not just for SEO. Keyword proves crucial when you are looking for the conversion on the platform. Planting the right keyword in your listing will not only help you to increase the traffic and appear in listings, but it will also help you to generate the right traffic for your product which will have the greater chance of a conversion.

If you are unfamiliar with the conversion rate and do not know how to calculate it for your brand here, we have the formulae which will help you to calculate it the right way:

Conversion rate = Number of sales/ Number of page views x 100

Achieving a high conversion rate is crucial. You must understand that a greater conversion rate is fruitful for both revenue and credibility of the brand. It will help in increasing the visibility, relevance and conversion of your brand and products.

One of the best ways to achieve them is keywords. As the algorithm A9 gives special importance to the factor!

Amazon already has the largest user database. All you have to do is utilize it effectively. However, if you perform the SEO for your products there are chances that you can increase the proportion of your sales twice in just a few months’ time frames.

To use the tools for keywords on Amazon, you can download extensions like KDSPY, which is a valuable tool working effectively with the platform. Then you can search for the desired product on the tools and lookup for the conversion rate for the similar products, variation in prices, the keywords that are used in their listing and also check the best titles and modify them for your product.

Utilizing the Amazon search bar for keywords search

Amazon’s search bar is itself a magnificent tool for performing keyword research. It is always advisable to look for related keywords in the search bar to obtain the best efficient ranking on the platform.

Every time you enter something in the search bar of Amazon, it starts populating with related phrases that people search using those terms. These search terms are useful for both; consumer and seller. These search options are visible in the drop-down suggestions on the platform helps a consumer to search for the relevant product. Whereas, it helps the seller by assisting the customer to make the right decision while searching for products. The target automatically leads the consumer to the right path.

These suggestions are highly useful while performing SEO on Amazon. You can utilize these suggestions in the search bar as keywords, and the algorithm will choose your product as per the relevance of the products. As these suggestions are provided by the algorithm itself, there is a huge chance that putting these keywords in your listing will help your product to make the cut of top 10 relevant products on the first page.

You can try the same by searching for something in the search bar. For example: As soon as you enter “T-shirts” in the search bar, it will provide you with suggestions like “T-shirts for men”, “T-shirts for women”, “Round neck T-shirts”, “Polo T-shirts”, “Cotton T-shirts” etc. Thus, you can use these suggestions as your keywords, if you are selling t-shirts on your store at Amazon. You can perform similar searches for other products as well!

Optimizing your product listing

An optimized product listing can do wonders on Amazon. A well-optimized listing has a higher chance of being visible in the top 10-20 items. As we all know, no one wants to scroll through 100 pages to find the right product. People only check for the first few pages, and if they do not find what they are looking for, they go to the search bar and try a different search keyword for searching the same product. Thus optimizing the product listing can help you to achieve the milestone of being the best seller on the platform with millions of customers visiting your listing daily. 

Here we have the appropriate optimizations that you can perform on your listing to get the best results for your channel and store on Amazon:

• Optimize your store by using the techniques of SEO. If you are unable to perform SEO efficiently, you can always outsource SEO to digital marketing agencies who are experts in the field.
• You should optimize your product for all Amazon platforms i.e. Amazon business, Amazon Prime and Amazon for consumers.
• You should perform optimization on the pricing of your product and offer discounts in your listing prices.
• Optimizing the inventory and shipping method for your products can do wonders for your brand.
• Review management is paramount to achieve the goal of being the best seller on the platform.
• Investing in sponsored product ads has proven to be highly effective. In a survey, it was found that almost 55% of people visiting the platform click on the sponsored product advertisement. It will increase the viewership of your new product or an existing one.

An appropriate title for the products

The title is the first thing that a consumer notices while checking the product in a list. Amazon’s algorithm also looks for the most appropriate title matching the search term of the consumer. Therefore, one must pay undivided attention to the title.

By exploring the listings on Amazon, you will realize that people usually tend to write long length titles for their product. However, we would say that it is not the perfect way to put the title.

The title of your product must be crisp and bold to attract the attention of the customer. It needs to be relevant to the products, and you must not stretch it to lengths to prove your point. Also, you must include the primary keywords for your products in the title. It will make your products more visible to the algorithm, and it will pick your product on priority when the relevant keyword will be searched.

The title must be short as you get the description part in your listing to describe your product.

Describing your product

A product description is a vital part of the product listing. One must pay extra care and ensure that all the essential information is presented to the customer. The description of the product is the most significant part of any product and investing attention while you work on the description is essential.

Following these few vital tricks, you can see the increase in the credibility of your product. However, if you are finding it difficult to put your efforts into product descriptions, you can always outsource the work to the professionals. People usually hire professionals for writing the description, as it gets a little tricky when you have to explain the details of your product in just a few words. However, if you are working on the descriptions for your products on your own, here are a few things that you must remember while describing the product.

• The description must not contain any unnecessary information. For example, avoid adding details of things that you have already mentioned in other fields like the color of your product.
• Avoid writing long paragraphs and try to break things down into bullet points. It will help you to explain your product effectively to the audience, and even the audience will have a better understanding of the products.
• Use keywords in the description field. It will increase the relevance of the keywords and will help increase the overall ranking of the product.
• Avoid answering questions while describing your product. You have the column for FAQs which can be utilized to address the most inquisitive questions of the customers.
• Try being more verbal about the quality and superiority of your product. Highlight the USP’s of your products which will help you to sell your products better.

Assigning keywords for the backend search

Backend listing plays a crucial role in providing growth to your products and brands. Therefore, it is vital that you optimize both; front end and the backend product listing of your products. Though the backend listing is not visible to your customers, the algorithm A9 has full access to your backend listing, and it is a decisive factor for the ranking of your products and brand.

Before the year 2015, the word limit for the characters per field was merely 50. However, with the evolution of time and the growth of the platform, Amazon lets you include 1000 words in a field. Therefore, including keywords in these fields can help you rank better on Amazon. This way you can optimize your backend listing effectively.

Although, there is much space to write a description in every field you should refrain yourself from doing so. Writing irrelevant details can damage the chances of growth on the platform. However, you can include long-tail keywords which will help you to gain effective ranking on the platform.

Importance of user reviews on Amazon

User reviews hold the utmost importance on an eCommerce selling platform like Amazon. Positive user reviews can help your brand rise to the top in just a few months, and the negative ones will damage the image of your brand in a similar timeframe. Therefore, it becomes very crucial that you work efficiently on customer satisfaction. The satisfaction of the customer can be achieved by providing them with a great service which includes

• On-time delivery,
• Quality of product,
• Describing the product correctly,
• Making no false promises,
• Easy return policies,
• Listening to their queries and answering them with all the best possible solutions,
• Working on their complaints with a wholehearted resolution approach and
• By going an extra mile for the customer.

However, it is not possible to always get a positive review by every customer. If you can achieve such conditions then there is no stopping you! But, it is not realistic as there is always an unsatisfied customer who finds something wrong with every perfect product. Therefore, if you also have such unsatisfied customers who are putting negative reviews on your store, you can deal with it by the following two methods:

1. Resolve their issues and once resolved, request them to remove the negative feedback: This is one of the most effective ways of dealing with the negative reviews. It helps you to address the issues of the customer first hand and build trust towards your brand.
2. Addressing the issues by writing back to the customer: Even by addressing the issues you can gain the trust of customers. When some other customer will see a negative review and will see that you tried to address the issue in a reassuring way it will help him to put trust on you looking that at least you tried your best to resolve the issue. Therefore, you must confront every bad review and build the best strategy to deal with it positively.

Following these techniques will help you in increasing the credibility and brand value.

Amazon Q4 trends in 2020

The Q4 or the festive season brings numerous opportunities for every seller and customers. There is an accelerated flow of traffic during this quarter, and Amazon is known to generate high revenue during this time frame. Therefore if you have yet not decided a strategy for the Q4, you must do it quickly and start a campaign for this exciting season of revenue generation.

“In economics, things take longer to happen than you think they will, and then they happen faster than you thought they could.”

— Rudiger Dornbusch, Economist

Due to the pandemic outbreak across the globe, the market has seen a tremendous shift towards online shopping platforms. People are opting to stay home and purchase their goods and items over the internet. Therefore, this year revenue generated by Amazon is expected to hit a higher curve as compared to the last few years. Hence, you should buckle-up as the roller coaster of revenue generation is going to hit its highest speed this quarter.

This year anticipation shows that there will be a huge increase in new customers which can even go up to 7.4 billion. Yes! That is a huge number and amazon being the most trusted platform for online shopping among consumers you can expect a huge crowd turning towards the platform for their needs.

This is not limited to just the festive season, as most countries are still fearing to be hit by the second wave of the pandemic and imposing lockdown larger retail brands like Walmart are also shifting their business online to serve their customers better.

According to a few pieces of research conducted online, nearly 43% of the worlds total population is shifting towards online purchasing due to the pandemic breakdown. Hence, a strategy must be adopted to get the best out of it. Here are a few points that you can consider in your while making a strategy for this quarter:

• Offering discounts: Offering discounts is the best strategy to attract customers towards your products. People are compelled to purchase products at discounted rates. 

• Describing your product clearly: A well-described product has more chances of selling than a product with distorted information. You can also mention the details about its usage and its USP to make the description more attractive.

• Combo offers: You can create a combo of products and provide them on discounted prices. It can prove to be an attractive way of selling more products.

• Resolving the queries of consumers: Customers queries must be resolved, on a priority basis. An unsatisfied customer will provide you with a poor review and rating, which will decrease your chances of selling better.

• Travelling the extra mile for the customer: It is always good to do a bit more than expected by the customer. If you make sure that you provide the customers with a bit more than they are expecting from the product, it will help them feel special and eventually increase the value of your brand. For example, you can include a pair of 3-layer masks or a small bottle of sanitizer with every package that you ship. This small gesture will make your customer feel special and cared and will ultimately lead to good reviews and increased credibility.

Conclusion

If you are planning to expand your business online the time is most opportune. People are shifting their focus from physical stores to eCommerce. One of the biggest factors for this change is the current Covid outbreak which has forced people to stay indoors and make their purchase online. However, it has proven to be a fruitful situation for online sellers.

Amazon is the biggest market for online shopping and includes a wide category of products. It has gained peoples trust over the period, and now people prefer it for their day to day purchase. Thus, setting up your store on Amazon can prove to be highly beneficial for the sellers as they will automatically have heavy traffic of customers.

However, it is not easy to sell your product when there is already a wide range of products available online. Therefore, you must devise a strategy so that you can achieve the spotlight among thousands of competitors. Price of a product plays a crucial role in selling a product. However, there are several other factors which can help you sell better on the platform.

SEO or search engine optimization can help you achieve your targets easily and effectively. The technique includes several steps which have been explained above. However, if you are unsure or uncertain about the techniques, you can always seek out for help.

Outsourcing business is always fruitful as it allows you to share your workload with a trusted team which will help you grow. Outsourcing your business is easy! All you have to do is find a perfect partner who can help you in your endeavors.

At Adscholars, we believe in understanding the emotions and feelings of a person attached to the business and accordingly devise a strategy which supports the value and policies of the business. We have a high success rate, and we keep ourselves updated with the latest trends and techniques of the market. Our team consists of highly trained professionals who have been working and reshaping the demographic of Digital marketing.

Amazon Announces AWS Clean Rooms To Boost Adtech Growth

AWS launched a new service that will help customers and their partners inside an advertising or marketing organization share, analyze and collaborate on combined datasets without running the risk of revealing personal data. With AWS Clean Rooms, customers can create a secure data clean room in minutes and collaborate with any other company in the AWS Cloud to generate unique insights about advertising campaigns, investment decisions, clinical research, and more.

Amazon intends to capitalize on its success as a digital advertising platform as it foresees a void in data capabilities for advertisers when Google deprecates third-party cookies later next year. During the Amazon Ads Unboxed conference, Amazon highlighted the product as a homegrown data clean room. AWS clean rooms and planned identity resolution tools target brand marketers, agencies, publishers, and martech companies to provide purpose-built services.AWS Clean Rooms also includes advanced cryptographic computing tools that keep data encrypted, even as queries are processed, to comply with stringent data handling policies.

How does it work?

AWS data clean rooms explained

Data clean rooms are protected environments where multiple parties can collaborate and analyze data without revealing raw data. Amazon is also enabling customers to leverage clean rooms by addressing the old-school way of data sharing.- one company often has to provide a copy of their user-level data to their partners and rely on contractual agreements to prevent misuse.

They are hard and expensive to build, require complex privacy controls, and specialized tools to protect each participant’s data, and are time-consuming in customizing analytics tools. After building up a data clean room, it needs constant data updates for new collaborators and data types. Amazon is addressing these challenges with AWS data clean room. AWS allows 5 parties to collaborate in one collaboration. 

For instance, an automotive brand with customer loyalty data can collaborate with another brand that has data on a user’s ad-clicking behavior for better insight and user experience. The idea is for brands and media publishers to set up a clean room and collaborate over data in a few clicks than spending time to build it. Companies collaborate, and contribute their data in any type while protecting the underlying data using configurable controls.

The company emphasizes the importance of sharing data for improving the effectiveness of advertising campaigns. In the future, third-party cookies will disappear, whereas tech giants like Apple will give consumers more control over their data privacy giving them more knowledge about how their data is being used.

Identity Resolution

In the coming months, AWS will also introduce new identity resolution capabilities to help businesses match and link customer records stored across disparate channels without the need to build and maintain complex workflows. The press release stated that with identity resolution capabilities, customers can create a unified view of their interactions with consumers. Companies who want to collaborate with other partners in a clean room can use automated identity resolution workflows that identify common user IDs across datasets and help them more easily join data together.

AWS Clean Rooms is available as a standalone offering and as part of AWS for Advertising and Marketing. It will be available in early 2023 on the U.S. East and West coasts as well as parts of  Asia Pacific and Europe.

The Amazon Marketing Cloud

Amazon Marketing Cloud (AMC) is a secure, privacy-safe clean room application from Amazon Ads on Amazon Web series infrastructure. Marketers can use it for custom analytics and cross-channel analysis. Builders can utilize AMC APIs to create their own offerings, while analysts can interact with a user interface available through the Amazon Ad Console.

AMC’s core value proposition is its ability to ingest both in-store and direct-to-consumer sales. In Amazon’s clean room, this data can be integrated into analytics reports for advertisers to understand total sales and which channels are generating incremental sales. Paula Despins, vice president of Ads Measurement at Amazon Ads said, 

“Providing marketers with greater control over their own signals, while being able to analyze them in conjunction with signals from Amazon Ads, is crucial in today’s marketing landscape.”

“By migrating AMC’s compute infrastructure to AWS Clean Rooms under the hood, marketers can use their own signals in AMC without moving data out of their AWS environment. This simplifies how marketers can manage their signals and enables AMC teams to focus on building new capabilities for brands.”

How clean are clean rooms?

There is a lot of debate around data clean rooms safety and security and remains an open question. Programmatic landscapes are evolving, and clean rooms are just one part of them. Insider Intelligence shows that 37% of media owners and agencies respectively are increasing their investment in clean rooms. Earlier this year, Omnicom, Roku, and Disney launched clean rooms.

Security concerns arise despite the fact that they do not reveal private customer information. Thus, businesses must ensure that they adhere to consistent security and privacy rules or risk consumers calling them out. Thus, businesses must ensure that they adhere to consistent security and privacy rules or risk consumers calling them out.

More to Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World

Amazon Unveils New Video Advertising Solutions 

Amazon unveiled a slew of new video advertising capabilities at its Unboxed event.  A bright spot for the retailer in the midst of economic uncertainty is its highly profitable advertising revenue. Alan Moss, VP of Global Advertising Sales at Amazon Ads in a statement,

“We have to provide our advertisers the flexibility, efficiency and scale to be nimble and responsive as their needs change.”

These include features like campaign presets, campaign recommendations, and video creation tools. Tanner Elton, vice president of U.S. sales for Amazon Ads said in a statement, “We want to bring the power of video advertising to more brands, no matter their size or level of resources.”  Here is a quick overview of 7 new features and programs follows:

1. Rewarded Sponsored Display

Brands can add an Amazon shopping credit directly into the Sponsored Display creative. Customers receive the reward by clicking on the ad and purchasing the featured product. This is an expansion of the rewarded ads already available across various placements, including Twitch and Fire TV.

Business owners that sell products and services in verticals that Amazon doesn’t carry, such as restaurants and hotels, can now use Amazon’s Sponsored Display ad product to market to Twitch viewers. The interesting part to note is it is available only to Sponsored Display Ads and not Sponsored Product Ads. The feature will soon roll out to U.S. advertisers in closed beta.

2. Sponsored Display for non-native brands

Amazon Ads is introducing Sponsored Displays for brands that do not sell in Amazon’s stores. This is currently offered to US advertisers in closed beta on Twitch. Previously, sponsored ads had only been available for brands that sell products on Amazon. Now, businesses that sell products and services in verticals not available on Amazon, like restaurants and hotels, can use Sponsored Displays to reach the highly engaged Twitch audience. 

This is currently offered to U.S. advertisers in closed beta on Twitch. There needs to be more information regarding when or if this will apply to Amazon.com on-site placements and other owned media properties. If it does then this could be an excellent opportunity for non-native brands. Amazon’s increasing focus on revenue generation beyond its own ecosystem could pave the way for bigger opportunities in the future. Existing advertisers will face competition, which will lead to an increase in Amazon’s auction-based bidding costs.

3. Sponsored Display video creative

Sponsored Display video creative available worldwide empowers advertisers of all sizes, particularly small and emerging brands, to easily create video campaigns that showcase their products and stories to millions of customers on Amazon and elsewhere online. Advertisers can deliver immersive video ads—such as tutorials, demos, unboxing, and testimonials—and measure campaign performance with new video metrics.

4. Digital Signage Ads in Amazon DSP

Amazon Ads is enabling a new inventory opportunity for brands to create campaigns on Amazon DSP to run in physical store digital signage, allowing customers to view or engage with a brand in a physical environment, at the time of purchase. It will be available in November to eligible US advertisers via managed service, making it easier for brands to advertise within Amazon Fresh stores. With Digital Signage Ads in Amazon DSP, brands can now purchase ads programmatically, giving them more flexibility and control over where their ads are featured.

 

Campaigns can be scheduled based on store location, by daypart, or by location of the digital signage within the store. This creates more opportunities for brand discovery and will enhance the customer shopping experience by creating a wider variety of in-store ads.  Amazon should roll this feature to other big stores like Whole Food stores and more placements in the DSP.

5. Sponsored Products campaigns with presets

Advertisers can now launch new Sponsored Products campaigns with preset campaign settings such as daily budget, bidding strategy, targeting strategy, and associated bids. With this feature, advertisers will see recommendations on how to set up performant, ready-to-launch campaigns—saving time and helping drive results from the onset. Amazon Ads found that campaigns launched with preset observed a 77% increase in clicks, and a 29% increase in conversions compared to campaigns that did not utilize presets.

This feature helps advertisers identify potential candidates for advertising and provides all the campaign settings tailored to the product being advertised. This is suitable for the launch of new campaigns that require high bids to attract traction. However, one has to trial and test to know the results.

6. Performance recommendations

Performance recommendations are in-console, actionable best practices for Sponsored Products campaigns. As advertisers browse the advertising console, performance recommendations work in the background, constantly looking for recommendations that can be adopted with one click such as new keywords and updated bids. This gives advertisers in-the-moment feedback to improve campaign performance based on rigorously tested and validated best practices.

7. Amazon Marketing Cloud (AMC)

In ad-tech, Amazon highlighted its Amazon Marketing Cloud, a data clean room solution, at UnBoxed. Increasingly, marketers are looking for clean rooms as third-party cookies are deprecated. The company is focused on improving signal coverage and ease of use. AMC now offers Sponsored Display and digital subscription events, pre-built instructional queries, and the ability to manage DSP audiences. Keerat Sharma, director, Amazon Marketing Cloud, and Ad Tech Solutions said, 

“We are constantly thinking about how we can better help marketers, particularly as they grapple with accurately measuring campaigns and adapting to the changes happening in digital advertising. Offering more actionable insights and increasing interoperability across our ad tech suite are examples of how we’re building to help brands operate more efficiently and make more informed business decisions.”

Furthermore, Amazon touts its Amazon Marketing Cloud (AMC) clean room service, which supports more flexible analytics and enables marketers to build their own ad tech solutions. Over the past year, AMC’s active customer base has quadrupled.

The tech giant also expanded CTV Integrations and Metrics. CTV advertisers on Amazon will now be able to see how valuable their audience is with the company’s new “incremental household reach” feature. Brands will be able to measure the unique, incremental audiences that were reached by Amazon streaming TV ad campaigns, in addition to those reached by linear TV ads.

Additionally, brand selling on Amazon can feature a variety of interactive video ads that feature CTA options such as “Add to cart,” or “Shop now.”. Off-Amazon brands can include an opt-in CTA “Send me more” and provide follow-up information.

Interesting Read: The Journey From Deterministic To Probabilistic Marketing

Amazon’s Advertising Business Surges by 87% To Nearly $8 Billion

Key Points:

• Amazon’s “Other” category which primarily includes sales of advertising services, as well as sales related to other services offerings, grew a whopping 87% Y-o-Y in the Q 2.
  

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• Amazon CFO Brian Olsavsky noted that the advertising business is a part of the company’s ‘flywheel’.
  

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• He further cited on a media call that new products and functionality for factors like high demand, click through, and high bid rates.
  

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• Amazon’s grabbed a 10% share of the entire U.S advertising market and is anticipated to rise further as trends show that online shopping is here to stay.
  

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Amazon’s advertising business continues to surge, becoming one of the key sources of revenue for the company. The company said its ‘Others’ category generated sales of $7.9 billion, up a whopping 87% from Y-o-Y in the second quarter. The rate in the year-ago quarter was 41%.

The e-commerce giant’s ‘Others’ umbrella is led primarily by advertising as well as includes cloud computing and subscription arms. Amazon recorded total retail sales of $ 113 billion, an increase of 27% Y-o-Y. On the other hand, Amazon Web services and cloud computing products displayed robust growth as the sales grew 37% Y-O-Y.

Advertising is a high-margin business that contributed highly to Amazon’s profits. According to e-Marketer, Amazon’s share of the US digital ad market exceeded 10% last year, strengthening its position as the No. 3 ad publisher. 

In its earnings release, Amazon offered some insights into the progress of the advertising side of the business,

 “Amazon Advertising launched over 40 new features and self-service capabilities, making it easier for sellers, companies and authors to grow their businesses by helping customers discover their brands and products.

Recent launches include regional sponsored product campaign creation tools; access to educational, technical, and marketing resources via the Partner Network; and a simplified creative asset management solution.”

Furthermore, it said it also expanded the services in Australia, Europe, India, Japan, and Saudi Arabia, creating more opportunities for local and global sellers and brands.

Though the pandemic has affected certain segments of advertising spend, digital advertising has gained immense momentum due to online shopping trends. Amazon has also benefited from it but majorly generate its ad revenues from charging companies to promote their products on Amazon’s online marketplace.

Amazon also drives ad revenues from the online streaming businesses with Fire TV, IMDb Tv, and Twitch. Recently, the IMDb TV streaming service inked a licensing deal with Universal Filmed Entertainment Group. The company also announced it will exclusively stream Thursday Night Football, further boosting Amazon’s streaming ad ambitions. The e-commerce giant noted that it reaches 120 million monthly viewers on Amazon streaming services.

To maintain the momentum, Amazon has also launched bonus programs for merchants and made some of the privacy-related changes affecting the digital ad world.

A Panoramic Perspective Of Amazon’s Advertising Business!

In the last five years, Amazon’s advertising business has boomed. It now has a DSP footprint that matches Google’s, and its SSP is the second most popular. In just the last year, the online retailer made more than $22 billion in ad income. Even for advertisers who spend a lot of money on the tech giant, Amazon’s advertising strategy and business remain inexplicable. 

If we just take the case of Amazon’s video advertising, it is notable that the company built Fire TV, its most ambitious video project, and also controls Twitch, which began testing direct programmatic partnerships last year; and also owns IMDb TV, a free streaming platform. The Amazon DSP provides programmatic video advertising across the web, and in-feed video spots appear in Amazon searches to evaluate or explain products.

Video isn’t the only kind of advertising that’s growing in popularity. A rising number of brands use the DSP even though they don’t sell on Amazon or even have an e-commerce presence. They simply want to use Amazon shopping data to target customers throughout the web.

If you pick instances from your life, you will notice that Amazon knows about everything you shop for, the brand you use, your spending bracket, and which products are you most likely to use. Advertisers use this information tactfully to get you to buy their product.

Amazon has grown to become the third-largest digital ad market in the United States, and a rising competitor to challenge Google and Facebook’s digital ad duopoly.

While it is a bit perplexing to untangle Amazon’s colossal advertising business, we have to go in-depth into its fabric to comprehend its adtech behavior. Keep reading below to get a bird’s eye view of Amazon’s advertising business model!

How Big Is Amazon’s Advertising Business? 

 

From Amazon DSP to Sponsored Display, there is an eclectic range of advertising solutions that Amazon offers to people. Want to know how far spread is Amazon’s ad business? Check these out: 

• Amazon Live – Allowing real-time brand interaction, Amazon Live offers the opportunity of contacting shoppers in real-time and engage in interactive shopping experiences.
• Amazon Attribution (Beta) – This solution provides marketers with an understanding of how their non-Amazon marketing portals impact shopping and sales activities on Amazon through search, social services, video, display and e-mails.
• Amazon DSP – Amazon’s demand-side platform (DSP) allows users to reach customers throughout the web, including on Amazon sites and applications, as well as through publishing partners and third-party exchanges.
• Sponsored Display – Amazon advertising platform offers this solution to help you target the perfect audience for your business both on and off Amazon with display ads that you can develop in no time.
• Sizmek Ad Suite – From creation to distribution, this ad server on Amazon will help you disseminate your campaign across a variety of screens.
• Sponsored Brands – With personalized ads that display in Amazon shopping results, you can increase brand recognition and product discovery for your brand and product portfolio.

• Post (Beta) – Posts in beta tell your brand’s narrative to relevant Amazon shoppers as they browse your categories. Shoppers may explore your brand’s feed by clicking through Posts and discovering product pages directly from your feed
• Custom Advertising Solutions – If you want to increase your brand awareness and conversation, Amazon’s Custom Advertising team will collaborate to create campaigns that engage customers at all phases of the marketing funnel.
• Audio Ads – Extend your brand’s reach beyond the screen with audio adverts. These ads are seen during commercial breaks while listening to Amazon Music’s free tier on Alexa-enabled devices, such as Echo and Fire TV, as well as on mobile and desktop.
• Stores – With a self-service store, you can create and design a unique brand destination on Amazon for no extra charge.
• OTT ( Over-The-Top) And Online Video Ads – This solution helps you reach a wider audience and engage them on Amazon-affiliated sites like IMDb.com and Twitch, as well as devices like the Fire TV and the web.
• Sponsored Products – With advertising that appears in shopping results and on product pages, you can help people discover and buy the things you sell on Amazon. There is no requirement for prior advertising experience.

Amazon Ad Business Growth

During the pandemic, ad spending saw a significant cut by marketers and we saw the rise of e-commerce advertising. As more and more people shopped from home, Amazon embraced this e-commerce advertising like no other company. 

According to EMarketer, Amazon controlled 10.3 per cent of the US digital ad market in 2020, up from 7.8 per cent in 2019, putting it in direct competition with Google and Facebook for ad dollars. Walmart, Instacart, Walgreens, and other businesses have also joined Amazon. 

Amazon made $21.5 billion in advertising revenue in 2020, up from $9.3 billion the previous year. While advertising accounts for a small portion of Amazon’s revenue from retail sales and Amazon Web Services, the company’s cloud division, it is one of the company’s fastest-growing segments. Advertisers’ search spending, which is primarily directed to Google, are continuing to be slashed by the internet giant.

All of Amazon’s advertising strategy is well thought out and will contribute to a booming ad business growth in 2021 as well. 

What Is Amazon Advertising Business

Advertisers and sellers frequently cite a lack of data and tools as obstacles to advertising on Amazon, which has spawned a cottage industry of companies dedicated to assisting marketing on the platform. Meanwhile, Amazon’s OTT division, which sells adverts in select Amazon Fire TV apps, has pushed further into programmatic advertising.

The four key areas where Amazon’s advertising business model skyrockets include video, non-endemic advertisers, conquesting, and polished targeting and measurement. Let’s have a look at these areas: 

Video

Amazon’s advertising business is not just about Prime Video, but also Fire TV, where Amazon sells around a third of the inventory. Fire TV has a footprint of around 50 million US households and is the only platform where TV-style video commercials may be directly linked to sales. 

The only way one can get their hands on the Fire TV inventory is the Amazon DSP. Advertisers can still get on Fire TV without having to go via Amazon because programmers keep 70% of the inventory to sell themselves. However, only the Amazon DSP can use logged-in Amazon data to boost those purchases or attribute ads to online sales.

Although adding video to static sponsored product listings can be costly, Amazon finds it easier to sell because those units are offered per click, exactly like sponsored search. 

In comparison to the programmatic video, where companies pay per impression and views are counted at the second mark, the pay-per-click approach can appear to be a good deal.

Because Amazon is selective with its sponsored videos, only showing in-depth product videos on highly relevant searches and for reputable brands, sponsored video listings are becoming a key signal of brand reputation. 

Conquesting

Conquesting is actually a really intelligent way for the Amazon advertising platform to accommodate sponsored ads. When you do a product search on Amazon, there are sponsored products that show up. Here, advertisers bid on certain terms, and advertisements with greater bids have a better chance of being seen.

What happens on Amazon is that, because of this bidding, when you search for a product by a specific company, the products of a rival brand pops up first. This is what advertisers call, conquesting, or the buying of terms against search terms for rival products. 

Advertisers can also purchase “sponsored brands” listings, which display in search results to assist consumers in finding a specific brand.

Furthermore, because Amazon’s purchasing data is so thorough, marketers may save money by not advertising to consumers who have just purchased a product and will not be purchasing it again very soon.

Non-Endemic Business

Beyond its base of e-commerce marketers, Amazon is also looking for expansion. The Amazon DSP created a dedicated ad sales team for non-endemic brands. What this means is that hotels or resorts can use Amazon to target audiences on search terms such as “ travel stationery” or “ mini travel kits”. 

Targeting And Measurement

With a cloud-based data clean room in beta, Amazon is fine-tuning its targeting and measurement. Amazon’s cleanroom expands the possibilities for leveraging Amazon’s buying data.

The Amazon DSP, for example, has a 14-day attribution window. Advertisers can test longer attribution windows using Amazon’s marketing cloud.

Amazon has a plethora of data about how consumers shop and has made additional information available to advertising to help them buy and target adverts. Advertisers, on the other hand, claim that Amazon’s data is restricted and that they are constantly looking for new ways to measure ads. 

Amazon Ad Business Revenue

According to Loop Capital, Amazon’s advertising unit currently contributes 2.4 times as much revenue as Snap, Roku, Twitter and Pinterest combined, and it is growing at 1.7 times the rate.

According to Amazon, in the first quarter of 2021, its unit which is mostly made up of advertising but also includes sales connected to other service offerings, increased revenue by 77 per cent year over year to more than $6.9 billion. 

According to Loop, Amazon made $22.4 billion in ad income in the last 12 months, growing 65 per cent year over year. That was 2.4 times the combined income of middle-cap ad platforms Snap, Twitter, Roku, and Pinterest, which increased by 38% over the same time period to $9.3 billion.

Amazon Business Marketing Strategy

When it comes to Amazon advertising strategy for 2021, it is evident that the company has well thought of all the challenges and advantages of the same. Here are 4 such strategies: 

Optimized SEO

When buyers search for relevant search terms, optimizing your products for Amazon SEO will help them find them. Well-described product searches are prioritized by Amazon’s search engine and pinned to the top of the recommended searches. 

PPC Advertising

Your business will receive more visitors to your product listings if you use Amazon advertisements. You can ensure that these ads create sales by delivering them to the most appropriate shoppers, thanks to Amazon’s extensive targeting choices.

If you decide to use PPC (Pay-Per-Click) in your Amazon marketing strategy, you’ll be able to choose from a variety of ad types such as Sponsored Brands, Sponsored Products, and Sponsored Display.

Third-Party Advertising

Even if you sell on Amazon, your advertising doesn’t have to be limited to the platform. Increased clickthrough and conversion rates can be aided by third-party advertising. Make sure you use data to optimize your advertising at all times. This is greatly aided by automated data reporting.

Affiliate Marketing

Amazon has an affiliate programme that allows website owners to promote Amazon products on their own sites. A commission is earned when users click on these links and purchase a product. This is an effective Amazon marketing tactic because it brings in new customers to your Amazon website. Putting your products on other websites can bring in a whole new set of customers that you wouldn’t have gotten otherwise.

Advertising: Amazon Vs Google Vs Facebook

When it comes to paid search advertising, Google Ads has been the standard for years. However, as its advertising powers develop, Amazon and Facebook are swiftly becoming a formidable force within their own right.

If you’re a digital marketer, marketing manager, or business owner, you’ll almost certainly be using Google for advertising or all of these platforms at some time in your career. But each time, there will be an inextinguishable dilemma as to which one suits your needs the best. So, we have curated something that will help you decide – keep reading! 

Google Ads

Retailers who sell a wide variety of products prefer Google Ads. The greater the number of products you have, the wider the net you can throw in Google. That’s a roundabout way of suggesting that you may bid low on a variety of keywords and yet get a lot of traffic.

Amazon Ads

Unlike the other shops, Amazon has made its platform available to third-party resellers, which means you won’t have to wait for a Target (or Amazon) customer to locate you. All you have to do is upload your products to Amazon and you’re set to go.

Facebook Ads

The Facebook Ads algorithm is fantastic at displaying the correct ads to the right individuals. This makes Facebook Ads ideal for startups with a specific product. It’s almost as if the fewer products you have, the better. 

Another significant benefit of Facebook Ads is the level of inventiveness available. 15–30 second videos, media-rich photos, comments, text, and more are all included. 

Is Google Advertising Worth It? 

Google advertisements, which are paid for by businesses, can be an exceptionally successful means of sending relevant, qualified visitors to your website at precisely the right time when people are searching for the items or services your company provides.

If you are using Google for advertising, then you can use various types of ads such as Search Ads, Shopping Ads, Display Ads, And Video Ads (YouTube). 

There are a plethora of Google advertising benefits for small businesses such as the ability to reach motivated and targeted audiences, as well as a pay-for-performance pricing mechanism and an easy-to-follow ROI. 

If your budget is an issue, you can dodge contending larger organizations by utilizing more longtail and local keywords, which will lower the cost of bidding on keywords that everyone wants. These keywords may not be as popular as the others, but they will still help you drive more high-converting traffic to your website. 

While talking about the Google advertising business model, it is also important to talk about the cost. 

Google Advertising costs vary depending on a variety of criteria, including the competitiveness of your keywords and industry, your geographic region, the quality of your advertising campaigns, and more. The average cost per click for Google search advertisements in the United States is $2.32 across all industries. The average cost of Google Ads in other countries is frequently substantially lower.

Facebook Advertising: Policies And Strategies

Facebook advertising is available in a variety of formats. You can advertise your Page, its content, user behaviors, or your website as a whole. Despite Facebook’s increased focus on native ads and keeping customers on the platform, you may still drive traffic to your website.

Facebook advertisements used to be more like display ads than search ads, but newer versions, such as product ads, allow advertisers to sell things directly to users. 

One of the major Facebook advertising benefits is that you can directly target users by using these components – location, age, gender, interests, connections, relationship status, languages, education, and workplace. 

Facebook also allows for detailed interest targeting. Users can be targeted using Detailed Interest Targeting based on information in their profile, such as “listed likes and interests, Pages they like, apps they use, and other profile (timeline) content they’ve provided” (according to Facebook). With Detailed Interest Targeting, you’ll get the best return on your investment.

Is Facebook Advertising Better Than Google? 

To answer this age-old question, we have to assess the strengths of both Google and Facebook advertising. Let’s get started. 

Advantages Of Google Ads

1. A wider audience – One of the biggest benefits of using Google as a platform for advertising is its massive reach. Google processes around 40,000 search requests each second, for a total of over 1.2 trillion web searches per year. It’s simple to see why AdWords is the most popular and frequently utilized PPC platform in the world, thanks to Google’s more accurate search results.

 

2. A vast range of ad formats – Advertisers can employ ad extensions, site links, social proofing like user reviews, location targeting, Shopping advertisements, and a variety of other capabilities, giving them an unrivalled level of personalization and control. Google has even created ad formats that are suited to the specific demands of different types of businesses.

Advantages Of Facebook Ads

1. A powerful visual medium – The greatest Facebook advertisements mix in perfectly with the videos, photographs, and other visual content in users’ News Feeds, allowing advertisers to take advantage of not only the visual ads’ strong persuasive capabilities but also the aspirational language that makes high-quality ads so appealing. 

 

2. Unmatched ROI – One aspect of Facebook Ads that frequently surprises newcomers is the potential return on investment that advertising on the network provides, as well as how far skilled advertisers can stretch a small ad spend.

So, to answer the question of which is better – Facebook or Google – the answer is both. Both the platforms serve differently to different businesses. 

Furthermore, many businesses are combining the benefits of Google Ads and Facebook Ads to gain maximum visibility, improve leads and sales, and attract new consumers, using diverse techniques that align with the functionality of each platform and generating impressive returns on their advertising expenditure. 

Conclusion

Having seen a panoramic perspective on Amazon’s advertising business along with Google Ads and Facebook Ads, it is safe to say that Amazon is right in leading the other two in this area. Here’s how – 

• Amazon is distinct from Google and Facebook in that it is primarily focused on a bottom-of-funnel audience, whereas Facebook and Google are more directed toward the top
• Amazon advertising has a higher CPC, conversion rate, and average rate of return than Google or Facebook advertising. Amazon is your greatest option if you want to maximize your Return on Ad Spend (ROAS)

With Amazon’s growing popularity, it is likely that it will shine as the best advertising business platform soon. 

 

 

 

Amazon Blocks Google FLoC – Here’s Everything You Need To Know!

Amazon has disabled Google’s contentious cookieless tracking and targeting technology. 

According to website code analyzed by Digiday and three technology experts who assisted Digiday in reviewing the code, most of Amazon’s properties, including Amazon.com, WholeFoods.com, and Zappos.com, are preventing Google’s tracking system FLoC ( Federated Learning of Cohorts) from gathering valuable data that show the products people research in Amazon’s vast e-commerce domain. 

Amazon, however, has refused to comment on this story. 

Because Google’s system collects data about people’s web activities to inform how it classifies them, Amazon’s indiscernible action is a major blow to Google’s plan to guide the future of digitalized ad tracking after the collapse of cookies. 

Amazon’s this move could also give it an advantage in inflating its own efforts to sell advertising across the open web. 

Amanda Martin, the Vice-President of enterprise partnerships at Goodway Group, said- 

“This move is in direct correlation with Google’s attempt to provide an alternative to the third-party cookie.” 

Martin also referred to Amazon’s decision to block FLoC on most of its sites as just another example of the chess moves that Google, Apple, Facebook, and Amazon are making as data privacy demands push the demolition of the cornerstone of data tracking throughout the internet: the third-party cookie.

Last week, Digiday saw as Amazon updated code to its digital assets to prevent FLoC from monitoring visitors using Google’s Chrome browser, with the assistance of three technologists. 

Up until 10th June, WholeFoods.com and Woot.com did not include any code to bar FLoC, but since that day, the sits added a code telling Google’s system not to include activities of their visitors to inform cohorts or assign IDs.

However, there is one limitation with FLoC blocking on Whole Foods pages. While the other Amazon-owned domains described here that block FLoC use Google’s suggested technique of sending a response header from HTML pages, Whole Foods uses an opt-out header from Amazon analytics queries. 

One of the technologists said that the distinction is significant because Amazon’s approach for most sites employs the technique recommended by Google, which is 100% effective. So, according to the technologist, the approach used to block FLoC on Whole Foods Pages could be an intentional move by Amazon. 

At this point, we can ask – why exactly is Amazon blocking FLoC?

Here are some reasons – 

1. To Protect Its Own Intellectual Property

Amazon may be wanting to block FLoC to preserve its data that shows people’s behavior in the products they research, review, and buy online. Amazon is celebrating its Prime Days today, i.e., the 21st and on the 22nd of June and it expects its site to be filled with shoppers. 

This is why this seems like the ideal time to mark boundaries and prevent Google from accessing its valuable data. Amazon is just looking out for the best strategies to protects its shopper data from Google and ad tech firms alike. 

2. For Competitive Reasons

Amazon aspires to capture a larger share of the ad capital that Google controls by selling digital advertisements outside of Amazon sites. As Amazon’s demand-side platform business grows, the company intends to release an identifier for monitoring and analyzing advertisements sold through the DSP and by publishers via Amazon’s publisher services division.

An Amazon-focused agency executive, during a conversation with Digiday, said- 

“ Why give Google an inch?” 

Conclusion

FLoC is meant to safeguard people’s privacy, according to Google, because it utilizes machine learning to categorize them based on the web pages they have visited rather than tracking them individually. The technology is now in its initial stages and it collects data on which websites, content, and items users are interested in. 

By blocking FLoC, Amazon will not be able to grasp the clues that FLoc IDs provide that give companies access to people’s behavior online. 

 

End Of Third-Party Cookies, What Is There For Marketers: Takeaway!

Introduction

Google has announced that Chrome will not support Third-party cookies. Following this, other browsers are following the footsteps of Google. Also, one must not forget that Google has the largest market share of the advertisement business. Therefore, it would not be false to say that it is the end of an era and the inception of effective advertising is taking place. 

 

Understand the behavior of Third-party cookies!

 

Since the Third-party cookies will perish soon, it is not a tutorial on how the third-party cookies work. However, you can consider this as good information. It will help you understand and devise new strategies for launching an upcoming advertising campaign effectively.

 

Cookies

Every time you visits a website, a cookie-enabled website monitors the user behavior. It stores the information in its stores so that when someone visits the website next time, it can populate the results according to the choices made by the user on their previous visit. 

 

Cookies are small storage units that can save a proportion of data for the user, and later the advertisers can use the data to study the user behavior and ease their experience by providing them with the results according to their interests. The cookies used by the website are known as first-party cookies. It solely belongs to the website and can only be accessed by the development and advertising teams of the website. They use this data for understanding the user behavior, and populating advertisement and results based on the user’s preferences.

 

However, the Third-party cookies do not belong to any website. They connect to an advertising server that also reads the user behavior the same way as the first-party cookies. Third-party cookies are independent of any website and can use the data to trace the overall journey of a user on the internet and later map the data and provide advertisement across the internet as per the preferences made by the user on any channel that they might have used. This data is vulnerable and can be accessed or purchased by different organizations to fulfil their goals of running successful advertising campaigns and portraying their products so that users can be drawn to a particular website and compelled to purchase products.

 

How advertisers will be affected by the discontinuation of Third-party cookies?

 

The news has created a commotion in the advertising world and left the advertisers thinking about their next step. There is a rumor that things will worsen for the advertisers, and there will not be a freeway that will lead them to success. However, it is not all true!

 

Yes! Ending third-party cookies will have some drawbacks, and the small advertisers who were gaining benefit from small investments in the marketing world will have to suffer for a short period. However, the ending of third party cookies has opened a void that is also a gateway for opportunities for the new ecosystems to emerge. An example of this is the emergence of Amazon who is ready to fill the void with its informative system. Amazon is in word with several companies to come together and create a new informative system that will be solely working on the Amazon ecosystem. 

 

Soon the other companies will see the opportunity and will try to Ancash it with their ecosystems. Therefore, there is a greater chance that Google will lose its monopoly in the advertising world.

 

Firstly, it will help the advertisers to frame their campaigns better. Keeping in mind their needs and the audience they want to reach. Secondly, it will ensure that the user data is safe and secure. If there is a breach user will know whom to blame.

 

The step to end the Third-party cookie is an aftermath of continuous interrogation and questioning about the security of user data by authorities of various countries. Companies like Google and Facebook have faced a lash from government authorities for their failure to prevent the security breach on their server. Hence, the discontinuation of Third-party cookies is seen as a positive reinforcement to prevent the user data from getting public and sold on the dark web.

 

Due to this step, there will be more transparency, and advertisers can benefit from it along with the users. It will lead to an authorized sharing of data with authorized publishers and with trusted partners only. Hence, creating a secure ecosystem for all.

 

It will lead to security, and now the advertisers can even make a stronger bond with the customers as the end-users will be able to put deeper trust in the brands. The approach will end the leakage of the data to unauthorized sources. It will give an upper hand to the brands which customers trust and ultimately eliminate the untrusted brands creating a sustainable ecosystem. However, this does not mean that new brands can not emerge. They will have to go through vigorous security checks and have to prove their loyalty to the customer and promise the security of their data.

 

Revolution has started!

 

The revolution has already begun! Advertisers and marketers have already started shifting their focus from third-party cookies to first-party data. It is a good thing as there will not be any manipulation in the data received from the first-party websites and the campaigns can be run effectively generating better results for the advertisers.

 

In the age of pandemic, people were forced to shop online on a more frequent basis compared to earlier. Hence, the first-party data can prove to be highly useful for the advertisers as things have started to relax. Advertisers approach the user more confidently with trusted data provided by the authenticated websites.

 

Yet, there is a larger population of advertisers who are still relying on third-party data. According to research conducted by Forrester for Permutive, it was concluded that approximately 41% of marketers are still relying on the data generated by third-party vendors. However, they must understand that it is a peak time to change their approach or they will perish along with the third-party data suppliers. Hence, it is time to get rid of the old ways and adapt to the change.

 

The Future is here!

 

As the sun is setting for the third-party cookies, it is expected that approximately 95% of the web will become anonymous. Therefore, creating a huge void on the web providing a basket of opportunities for new ecosystems to emerge and establish a milestone and registering their name and catering for a huge audience.

 

It is crucial to note that cookies will be of paramount importance in the future. Publishers will have to establish the connection with the users using the cookies, and there will not be another way around.

 

Using the first-party cookie data by the publishers can build an effective strategy to overcome failures. They will get the data directly from the websites instead of putting their trust in any third-party vendors.

 

Google has announced its Federal learning of Cohorts (FLoC) which will determine the preservation of privacy. Hence, providing a mechanism that will help advertisers select advertisements based on the user interest.

 

The cohorts at the publisher’s end will ensure that privacy is maintained preventing leakage of data. It will also allow them to gather and categorize information, as the data and inventory will be connected.

 

Even though the collection of data via first-party channels will get painless and authentic. Yet, advertisers are in dilemma and unsure about moving to a first-party ecosystem. However, there is no need to panic! It’s all about finding the right partner who can welcome you to their ecosystem and make you feel like family.

 

Conclusion

 

We understand that many of you are looking for answers to this problem. However, it is not a time that one should spend worrying. It is an opportunity that must be explored for building a strategy and start experimenting with the ecosystems. It will help you gain momentum and have a better understanding of the ecosystems. Remember that we live in a world of uncertainty, and being prepared for the unexpected is the best we can do.

 

Amazon Is Creating Ripples In The Digital Market With The Announcement Of Its Identifier.

 

Discarding the third-party cookie by Google is the hot topic of discussion in the technology market. By this move, Google is trying to benefit its publisher services and DSP. However, this has created a void in the market, and Amazon is all set to fill this void.

To make sure that the void is sealed the eCommerce giant is meeting various leading companies to discuss and plan techniques that will help them track the customer journey over the internet using Amazon’s advertising ecosystem. It has been found that three prominent companies are already in discussion with Amazon regarding this. Therefore, one can soon expect to have an identifier by Amazon. However, the timeline has not yet been shared by the tech giant.

There are several open identifiers available in the market like Live Ramp and Trade Desk. However, Google has made it clear that they will not be supported any longer. On the other hand, the new identifier launched by Amazon will be limited to its ecosystem. It could be a concern for many advertisers. However, they must understand that it is time to choose a side and decide which boat they will be sailing.

“They are thinking about it more in terms of Google’s ‘ppid,’ where it’s siloed to a particular network of O&O sites,”. “It would be more as a means to inform their DSP of frequency and attribution while maintaining an identity silo.” The statement was released by one of the companies which is in talks with Amazon regarding its new identifier.

Even though the date for the launch of the identifier is yet not released, it has created a wave of commotion in the advertising industry. It is reported that Amazon is working vigorously to make things possible. However, its priority is to make the security non-penetrable. When compared to Google, Amazon is a small fish in the advertising industry. Therefore, such a bold step was not expected by Amazon as there is so much to invest before Amazon can eat the fruits of success. According to a spokesperson the identifier will be operative following Amazon’s opt-out policies, privacy notice and interest-based ads.

However, it is a speculation that once things are in motion, it can turn the tables around and end the monopoly of Google in the field of advertising. It is not just a speculation, but after monitoring last year results of a survey conducted by the Advertisers Perception, it was found that Amazon’s DSP ranked first among other DSP’s.

It will not only help Amazon to set a firm foot in the field of digital advertising but will also help in boosting its APS business.

APS was always going to be a differentiator for them, An identifier’s kind of a door opening to push this more,”
#MightyHive, commerce practice director, Nicholas Seo.

As stated above, the identifier can create a new era where advertisers have to choose or invest more money in their advertising strategy.

According to a source of the company, in talks with Amazon about its new identifier stated:

“I do wonder if the buy-side is ultimately just going to have to settle for a set of further fragmented buys than what they do today”.

However, there are no executives available who can give a clear perspective of this new identifier and answer the queries of an individual. Yet it has been said that the identifier will be only available to those who will fulfil the requirements of Amazon.

Google is yet to work on the fundamentals of Publishers Provided ID, and it is in an experimental stage. It is important to note that PPI has played a crucial role in deals made in the private marketplace.

However, the ability of Amazon to map the transactions has given him a better hand with a stronger DSP. It is sure going to give Amazon an upper hand.

“As advertisers look to navigate the future, they are going to continue to look to partners in the near term who can do 1-to-1, both targeting and measurement, the measurement front, the partners that have that closed-loop look are going to become increasingly important”.
#Lauren Fisher, Advertiser Perceptions, EVP of business intelligence at the research firm.