Amazon is simplifying its ad business as it looks to attract more brand dollars and take a bigger slice of the $88bn (£68.2bn) global digital ad market.
The company is rebranding its ad offering as Amazon Advertising, a move that will see it get rid of names including Amazon Media Group, Amazon Marketing Services and Amazon Advertising Platform. The marketing services business, which offered automated ad buying, will be referred to as the advertising console, while the ad platform will be Amazon DSP.
“This is another step towards our goal of providing advertising solutions that are simple and intuitive for the hundreds of thousands of advertisers that use our products to help grow their business,” says Paul Kotas, senior vice-president of Amazon Advertising.
The move comes after Google also rebranded its ads business from Google AdWords to Google Ads as it looked to simplify its offering. As part of the changes, it also introduced Google Marketing Platform to replace DoubleClick Digital Marketing and Google Analytics 360, and Google Ad Manager to unite its tools for publishers.
While neither update marks a significant change to the ad services Amazon and Google offer, they are an attempt to make it easier for advertisers and agencies to understand what is on offer and therefore, hopefully, make better use of the tools. Both Amazon and Google admit their ad businesses had become confusing and overly complex as they expanded.
Amazon’s ad ambitions
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