12/18/2012

Amazon is quietly crafting a self-serve real-time-bidding ad platform that taps into exchanges and third-party platforms such as Google's AdX and PubMatic. Given Amazon's ability to track and target its users according to their purchase histories and broader interests, that could turn the e-tailer into an advertising behemoth, experts say. "I think they could become one of the bigger media companies in the next five years or so," says Darren Herman of The Media Kitchen.

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