Even before the Sizmek acquisition, Amazon was investing heavily in its ad platform functionality. In the company’s previous earnings report, Olsavsky acknowledged that the platform features require upgrades to compete more effectively with established DSPs and exchanges.
During the Q2 call, he conceded that the company’s internal organization, with separate teams from across seller services, vendor services, advertising and other parts of the business, can get “out of hand” for customers.
“We need good coordination across our teams,” he said. “We grow fast and there are new learnings.”
Another priority for the coming year is to boost video inventory, he said. Amazon has added video impressions with IMDb TV, an ad-supported streaming service, and live sports deals like with the NFL and English Premier League. The company’s Fire TV OTT platform and publisher tech integrations should also increase video supply in the coming year.