Amazon’s Quest to Displace Google as Internet Ad Powerbroker

Amazon has become one of the biggest advertising businesses thanks to merchants promoting their wares in search ads on Amazon’s e-commerce site. Now Amazon has set its sights on becoming the conduit for advertisers to buy ads everywhere on the internet, not just on websites it controls.

To get there, Amazon has lately offered incentives for advertisers to shift their ad spending to its ad buying platform from rival services such as the Trade Desk and Google. Earlier this year, Amazon slashed the fees it charges for its service to 1% from 5%-7%, according to one media buyer and an advertising technology executive. Amazon has also offered discounts to marketers using Amazon Web Services if they also use Amazon’s ad buying platform to buy ads.