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From Duopoly To Triopoly of Advertising

Amazon’s revenue from advertising has skyrocketed because endemic advertisers (brands that sell products on Amazon and buy ads on Amazon) have grown their Amazon ad budgets significantly over the past two years, and nonendemic advertisers (brands that don’t sell products on Amazon but buy ads using Amazon’s ad stack) are finding value in using Amazon’s rich behavioral and purchase-level data for more granular ad targeting.
-- Forrester's, Forbes