Amazon isn’t the only one making use of its valuable real estate. In May 2019, Target said it was remodeling its ad business to resemble something reminiscent of Amazon. Earlier this year, Walmart announced it would bring its digital ad business in-house—just as eBay did in 2017—in order to take advantage of first-party shopper data. While the biggest players in ecommerce are in-housing these efforts, ad tech companies have facilitated partnerships that link brands with networks of smaller retailers across the web.

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