Tackling YouTube ads
Amazon is talks with advertisers to lure brand spend away from YouTube onto its video offerings. The online retail giant is reportedly considering giving brands more data on audience behaviour as well as joint creation opportunites with sponsored content.
Amazon is also speaking with tech outfits to tackle so-called content adjacency where ad messaging appears with inappropriate content, an issue that has plagued YouTube and other Google properties.
There’s a lot of money in play here, as YouTube is estimated to pull in more than 20% of US video ad revenue of around $13 billion. Amazon has 310 million monthly active customers and operates the Amazon Video Direct, Amazon Prime and Twitch video platforms.