Amazon Advertising: Endemic & Non-Endemic Ads
Former Head of Sales at Amazon Advertising
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Amazon Advertising: Endemic & Non-Endemic Ads(November 23, 2022)
Former Head of Sales at Amazon Advertising
The executive has over 15 years advertising experience and spent 7 years at Amazon advertising, one of the earliest employees in the division. The executive was responsible for growing agency and programmatic ad revenue globally.
Interview Transcript
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What attracted you to Amazon, so early?
The main thing that, to me, was very attractive about Amazon, was the data. I knew that Amazon was a digitally-native retailer and that they were building technology. One thing that, for me, Amazon and no one else had, in the media landscape, was such great data. At that time, Amazon was growing. It was not as big as it is now, as a retailer, but it was definitely growing. I found all the data that Amazon was collecting, on their unique users, fascinating. Basically, shopping data; purchase data. It goes from just looking at the product, finalizing the purchase – outside Amazon, potentially – and also making the transaction, directly on Amazon.
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How do you compare the two today? Facebook and Instagram's data versus Amazon, what are the major differences?
The difference is that Amazon has older, purchased data, which is something that Facebook doesn't have. Facebook, the data that they have is declarative data. It's the data that you share when you open your profile on Facebook or Instagram. Then what they know is the accounts you follow, how much you interact with the ads and things like that; your centers of interest. But they don't know exactly what you buy, the products you're looking at and so on. It's way more limited than the Amazon first-party data.
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