Google and Facebook may be collectively referred to as “the duopoly” in recognition of their status as the two most prominent companies in terms of ad spend, with Alphabet firmly on top and Meta a close second.
It’s been that way for years, albeit precise numbers are hard to come by. Still, astute market observers (as most Digiday readers are) will be aware that there’s a third (fast-rising) player in the mix: Amazon, with its accouterment of services and data.
On Thursday, it tipped its hand for what is arguably its secret weapon in this Madison Avenue dogfight: Amazon Web Services. The launch of RTB Fabric — a real-time bidding service designed for ad buyers and sellers — represents a calculated push to assert its presence in the ad tech ecosystem by leveraging its dominance in the crucial field of cloud computing. Never mind what happened even earlier in the week.
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