Moves to reduce reliance on Google and Facebook are opening up opportunities for Amazon.
Digiday polled 59 media buyers of which 44% said they’ve reallocated some of their search budgets towards Amazon. Search spends coming to Amazon are from both new ad budgets and spends reallocated from other search budgets.
This article reports that by simplifying its ad products and introducing new attribution tools, Amazon seems in part to be tempting search spends away from Google. An earlier Digiday survey had found 73% of media buyers plan to increase spends on Amazon in 2019.
Matt Mierzejewski, svp, search capability at Merkle notes that this shift in spending may cost Google in terms of growth rather than losing money overall. He added, “Google is just getting less of the new search budgets”.
[3 minute read; article may be behind a paywall]