|||
But eMarketer projects Amazon will leapfrog them all with a familiar Bezos-approved strategy — patience in the short term with an eye on dominance in the long term.
“Amazon finds itself in fifth place among the top digital ad sellers in the U.S., and it’s on track to be No. 3 by 2020 — surpassing both Oath and Microsoft,” Monica Peart, eMarketer’s senior director of forecasting, said in a March report. “It remains an open question as to when Amazon will take advantage of its significant reach and dominance in rich shopper data to ramp up the placement of ads in other areas.”
A big part of Amazon’s advantage is its use as a search engine, with one consumer survey finding almost half of all product searches start on Amazon rather than Google.