Amazon Built a $60 Billion Ad Business Using Adtech Firms and Agencies. Now Some Say They’re Getting Squeezed Out

Amazon is enjoying a fragile dance with its tech and company companions.For years, Amazon has relied on shut partnerships with retail-focused adtech corporations to develop its burgeoning advert enterprise. In 2021, Amazon formally launched a program referred to as the Amazon Advert Companion Community that helped match up advertisers with tech companies and companies that handle advert spend on Amazon. Many of those companies had been early to construct ad-buying instruments for Amazon, bringing in advertisers to Amazon’s platform to capitalize on the fast development of retail media.Now, a few of these tech companies and companies see indicators that Amazon is pulling away from third events to as a substitute work instantly with advertisers, in line with six sources that ADWEEK spoke to.