Google has ramped up commercial search and fulfillment, and Amazon is building a Google-like ecosystem around ads -- a project involves an ad-buying platform to rival AdWords, according to the Wall Street Journal. And of course, both are investing heavily in video content and advertising. What is Amazon's Twitch acquisition if not a bite out of YouTube?
Mercent, as a commerce and analytics partner to both companies, has a front row seat to the rivalry.
The company's software platform is used by over 500 unique ecommerce brands. Last year it processed just under $2 billion in retail on behalf of those retailers, and more than half of that revenue came from Amazon Marketplace and Google Shopping Campaigns.
According to Mercent's CEO Eric Best, during the fourth quarter Amazon volume tends to outpace Google, but at various points over the course of the year, Google took top position as the no. 1 driver of retail sales volume through the Mercent platform.
Best spoke with AdExchanger about Google and Amazon’s ads face-off.