Another senior agency source working under NDA with Amazon similarly said that “Amazon to date hasn’t bundled its media, data and marketing services the way Google or even Facebook have.”
“That ad-oriented data science is happening in the background, though,” the source added, “and they’re developing cross-property offerings.”
Jonathan Opdyke, CEO of retail ad tech firm HookLogic, noted that Amazon is starting to make performance-driven pitches.
“Marketing dollars in general are becoming more performance-oriented,” he said. “That’s not just happening with retargeting and digital-only channels, it’s an attitude that moved up the chain.”
Amazon’s quiet inroads into holding company agencies underscores this point exactly, according to the same agency sources speaking on background.
“They didn’t spend billions of dollars assembling those pieces for fun,” said one executive. “They’re coming to us because our perspective is broader than the product retargeting and ecommerce dollars they already pretty much own, and they’re figuring out what budgets to grow into next.”