Amazon is hiring more sales and management professionals for its internal advertising force, but many other retailers prefer to outsource their campaigns to cut down on capital investment costs, Jay Habegger writes. Last year, Amazon started acquiring and selling ad space to third-party websites, along with customer and product data. "Online retailers are waking up to the significant revenue available to those who monetize their online data via ad sales. However, as they explore the ad-tech space, they find that the time and financial investment needed to build a media property that generates ad revenue is significant," he writes.

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