Amazon’s expanding ad platforms casts shadow on ad tech cottage industry

Amazon’s ads business is muscling in on the same ad tech players that once fueled its rise.

Granted, it’s been edging into that cottage industry for years but its latest moves make those earlier steps look like a warm-up. Recently, Amazon has been rolling out features and services that were once the domain of companies like Skai and Pacvue. As Amazon tightens its grip, some casualties may be inevitable.

Amazon’s UnBoxed event last November revealed the writing on the wall. The tech behemoth announced a flurry of announcements and new tools, including a complete overhauling of its demand-side platform (DSP). That overhaul included the launch of its Performance+ tool, its AI-powered, black-box style ad campaign that was designed to woo non-endemic advertisers. Amazon also introduced AI-powered creative tools and a multi-touch attribution model. (Amazon did not immediately return a request for comment.)

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