by Laurie Sullivan @lauriesullivan, October 5, 2017

WPP CEO Martin Sorrell is not the only advertising executive who thinks Amazon has become a major rival to Google and Facebook.

At the Association of National Advertisers’ Masters of Marketing Conference on Thursday, Kristin Lemkau, chief marketing officer at JPMorgan Chase, said she sees Amazon as a potential challenger to the Facebook-Google duopoly in the digital advertising space, according to one report.

Jonathan Kagan, senior director of search and biddable media At MARC USA|Results Digital, believes Amazon is capturing advertising ecommerce budgets that would typically go to Google.

“Amazon’s product ads are showing the same threat to Google Product Listing Ads that Facebook Dynamic Product Ads did,” he said. “The real test will be the mid-Q4 shopping season. If Amazon can beat Google PLA ROI, then we may see a loss of investment for ecommerce clients in Google, as it gets reallocated to Amazon.”

Increasingly, marketers are talking about Amazon’s search capabilities, its programmatic stack, premium content, and data — lots of data, not only from Amazon’s marketplace, but Zappos, Whole Foods, and a slew of other businesses.

MediaPost.com: Search Marketing Daily

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