Amazon to Test New Ground for its Sponsored Product Ads: The Rest of the Internet
By Sara Shaw • July 25, 2018
In its latest bid to close the gap with Google and Facebook in digital ad sales, Amazon plans to dramatically increase the available space for Sponsored Products: It could let brands run them across the internet, not just within its own properties. Sponsored Products is one of the main ad formats on Amazon’s platform. It lets brands run campaigns pegged to the terms that consumers search for, similar to the search ads that made Google fantastically rich in the open web. They appear sprinkled within search results and individual product listings. Amazon is talking with top agencies and brands about participating in a test that would expand the scope of product ads, delivering them to outside websites, so those ads will also appear on websites within Amazon’s advertising marketplace, which connects to top publishers.