The jury is out whether Amazon and its DSP, Amazon Advertising Platform, will be the next to follow in DoubleClick's footsteps, but report after report tell the same story: Amazon likes to keep its data close.
In a recent AdExchanger report, we dissected Amazon's paid media pitch to agencies and its burgeoning ads unit that some expect to hit $1 billion in revenue totals this year.
Amazon, with its push into user authentication and identity, via Login with Amazon, and Facebook, with its near-ubiquitous ownership of social identity (which it's now tying to mobile payments and transactions with Autofill functionality), still appear at odds in many ways in the commerce conversation.
Amazon's rich product data gives it the ability to deliver targeted ads based on actual purchase history. The question is when it will tap into Facebook's 1.1 billion user-strong pool of potential prospects to pad out richer campaigns through the social network. And, conversely, when will Facebook open the gate?