Amazon’s test in June 2011 with demand-side platform Triggit was part of a larger effort to expand its existing retargeting platform. Aside from building up its position as a cynosure for all kinds of digital shopping purchases, the arrangement with Triggit was also seen as a way for Amazon to create a display ad business beyond the considerable ad revenues it gets from banner ads on its site.
As a result, third party sites are being given a choice of larger retargeting players as Amazon and Google battle it out.
In a company blog post, IgnitionOne today said it would feature Google Shopping as part of its Digital Marketing Suite. Claiming to be the first digital marketing platform to integrate Google’s system into its own retargeting process, IgnitionOne’s platform will allow retail marketers to manage Google Product Listing ads side-by-side search, display and Facebook.
That's not to say that the e-commerce field will only be left to Amazon and Google. After all, eBay has its paid listings product and consumers are even buying cars on the auction site. But where eBay and Amazon have set up established e-tail outlets, Google has always focused its strategies on up-ending the typical way things are done, primarily through its unmatched collection and analysis of user data that goes way beyond shopping (though Google Checkout was never a great success). So as Amazon wisely diversifies its revenue streams with larger advertising programs and devices like the Kindle, Google will be spending the next few months trying to get users -- and third party vendors like IgnitionOne -- to change their mind about who rules the virtual shopping mall.