Retailers as Ad Networks: Amazon is the Latest Brand to Repackage its Audiences for Display Ads

Amazon.com built all sorts of buzz and intrigue during Advertising Week last month by touting its third-party ad platform. What the e-commerce giant is doing isn't actually all that new, however. Brands repackaging their own audiences for display ads "is very much an emerging space," said Jay Habegger, co-founder and CEO of ad network OwnerIQ, a retargeting firm that's in talks to work with the majority of the top 25 retailers.