Amazon expands sponsored product ads to third-party apps and websites.

While browsing Pinterest, you suddenly come across a relevant sponsored product advertisement from Amazon. This is now a reality! Amazon has announced the expansion of its cost-per-click sponsored product ads to selected third-party apps and websites.

This strategic move means that advertisers using Amazon's sponsored product ads can now place their content on partner platforms such as Pinterest, BuzzFeed, Hearst Newspapers, and Ziff Davis brands like Mashable and Lifehacker. The placements are carefully considered: they take into account the context of the page and the existing cost-per-click guidelines. This new initiative is part of Amazon's ongoing effort to modernize its long-standing advertising offerings, especially now that its advertising division is showing an upward trend.

Amazon's approach focuses on connecting brands with customers in a meaningful way, not only on their own platform but now also on other popular websites and apps. Interestingly, these ads are only displayed when advertised items are in stock and link directly to the Amazon product page for more information.

For now, the feature is available on a few major platforms like BuzzFeed and Pinterest, with which Amazon formed a partnership earlier this year. In terms of future expansions, Amazon wants to start small, learn from experiences, and expand accordingly. Amazon has also been working on improving its advertising infrastructure, including adding machine learning algorithms for greater relevance.

The expansion of this advertising feature comes at a time when Amazon's advertising revenue is growing. In the second quarter, the company saw a 22% year-over-year increase to $10.7 billion. This underscores Amazon's dominant position in the thriving retail media category.

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