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Amazon Begins Display Ad Retargeting

By AdExchanger

Monday, April 11th, 2011 – 10:43 am

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Hey, what’s this…?

Looks like Amazon has started retargeting as last week’s news from analyst Ben Schachter of Macquerie Research (via GigaOm) may just be a hint at what’s happening inside the e-commerce giant.

After visiting a few tech news sites where I’ve found many retargeting ads in the past, I visited 9 to 5 Mac which for some reason wasn’t showing the usual ads (tech players and conferences) that I see… indeed, up came Amazon retargeting!

The Use Case

I found that by visiting the Viewsonic G-Tablet page here…

http://www.amazon.com/Viewsonic-G-Tablet-Multi-Touch-Screen-Android/dp/B004EPV7TK/

This visit would appear to trigger this 300×250 ad in the right column of 9 to 5 Mac:

http://www.9to5mac.com/60691/hire-indicates-apple-shift-from-aluminum-to-composites/

And, what supply source was used? Looks like the DoubleClick Ad Exchange if the code is any indication:

Retargeting Code

Who’s doing the bidding for Amazon? It would seem in-house bidding capabilities are likely given the company appears focused on building out a larger display ad, audience buying team.

By John Ebbert

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