Category: In the News

Patrick Roman Gut, svp, head of new business, Adstra

Modern business relies heavily on the concept of identity and understanding customers and their preferences. The most common proving ground for the concept of identity has long been advertising. Marketers were the first to demand real-time resolution of individuals across platforms, devices and environments. That pressure forced innovation. 

Now, many brands operate advanced identity stacks designed to power targeting, personalization and attribution. These systems are functional, accurate and deeply embedded in campaign workflows — but rarely designed for broader enterprise use.

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For years, Amazon’s advertising playbook was all about keeping advertisers in-house — using its data to target shoppers within its own ecosystem. Now, it’s shifting gears, urging advertisers to take that data on the road to reach those same people, or ones just like them, elsewhere.

The shift isn’t exactly a surprise. Its ad chief has been signaling the suggested strategy for a while, and advertisers have been reading the tea leaves. Still, without something concrete, it’s been tough for marketers to plan around. That’s what makes the latest pitch deck for its demand-side platform so telling: it puts Amazon’s off-Amazon’s ambitions in black and white. 

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