The evolution of Amazon as an ad platform

The evolution of Amazon has led to the company holding a unique position. It’s simultaneously one of the biggest advertisers, spending an estimated $3.4bn in the US last year, and one of the largest advertising platforms, expected to rake in $4bn this year. And while many in the industry already consider the company a welcome challenger to the digital-ad duopoly of Google and Facebook, just how big of a piece of the ad spend pie Amazon can take in the future may depend on its willingness t