amazon’s-high-flying-advertising-growth-levels-out
acquisition will enable advertisers to use Amazon’s data from searches and purchases to target audiences beyond its own properties. Sizmek continues to operate independently, but executives said they’re looking long-term at the investment.

“We’re invested in the long-term success of Sizmek. And again, Amazon advertising and Sizmek has many mutual customers, so we know how valued these prudent solutions are to the customer base,” said Fildes. “So we’re looking forward to working with that team and we’ll share more updates as we invent and create new opportunities to serve advertisers in the future.”

On video advertising. Amazon continues to focus on video content. In fact, Amazon’s marketing expenses rose 48% year-over-year in the second quarter, which was in part due to “more and more advertising as we roll out devices and Prime Video — new Prime Video content, in particular internationally,” said Brian Olsavsky.

That should mean more brand opportunities as Amazon makes more video supply available across its properties, including OTT video supply, the company said. That includes adding supply via Fire TV apps, IMDb TV, Amazon Publisher service integrations and simplifying inventory access for third-party apps, said Fildes.

Amazon’s video and display offerings across its owned properties and networks, can be targeted using Amazon data, and open up advertiser demand beyond Amazon vendors and sellers.



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