Dominating Digital Ad Revenue: Google, Facebook, Amazon, and … ?

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September 11, 2017 by Paul Dughi

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Amazon has gotten a lot of attention lately for its move into the advertising sales space, but another online retailer is making moves as well.  Wal-Mart is now in the advertising business.  Both companies have a dizzying array of consumer information in their databases to target consumers.

Wal-Mart is positioned to offer display, native ad, ad network, and programmatic ad buying options on its online site, which already features products from other retailers.  Although online sales don’t rival in-store revenue, Wal-Mart’s e-commerce business is booming.  CNBC reports Wal-Mart’s online business has grown more than 60% in year-over-year comps.

For Amazon, advertising is one of the fastest growing product lines, growing some 50% annually.  This year, it’s estimated to take in $2.5 to $3 billion dollars in ad revenue.  This past year, Amazon launched a programmatic marketplace.

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