Envious of Amazon’s swelling ad business, which accounted for $3.4 billion in fourth-quarter revenue in 2018, leading retailers have been eager to develop digital ad offerings of their own. Those offerings continue to trail significantly in the eyes of most media buyers, however.

In a survey of 71 media buyers by Digiday this March, a relatively small number said they currently advertise on platforms outside of Amazon. Whereas 90 percent of marketers spent money with Amazon, only 23 percent did so on Walmart. Roughly the same number of media buyers utilized eBay and Target, 17 percent and 16 percent respectively. Meanwhile, just 8 percent of media buyers advertised on Kroger.

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