How Amazon is talking about big data with Madison Avenue
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Amazon is working with top media holding companies and brands to make its data more available for use in their media planning, according to people familiar with the plans.
The e-commerce giant has been huddling with the agency worldcompanies like Omnicom, WPP, Dentsu Aegis and othersabout how they can partner on the future of advertising on the platform, especially when it comes to applying data to targeting ads and measuring how those ads perform.
“Amazon, for the first time ever, is starting to realize that monetizing the data they have and making it available for purchase, not personally identifiable information, could open a revenue steam that wasn’t there before,” said one agency executive who is familiar with the talks Amazon is having with agencies.
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