Digiday recently ran a poll with ad executives on whether Amazon’s Demand Side Platform (DSP) offering is gaining on the major incumbents. It seems as though it hasn’t:

“Just 5% of the 44 respondents in a survey by Digiday chose Amazon as their preferred DSP if they could only select one. In contrast, nearly four in 10 (39%) opted for Google’s DV360. The same goes for The Trade Desk.”

I do agree that Amazon trails the duopoly of Google and Trade Desk, However, I believe Amazon is taking a bit different direction. As Google and Trade Desk are focused on the large cap advertisers, Amazon has sought to sprinkle “DSP-lite” on the merchants, sellers and brands using their Amazon Vendor Central and Seller Central platforms to sell product. Offerings like Sponsored Display and Sponsored TV are some of those offerings. These offerings are simple versions of DSP allowing for marketers to “set it and forget it.” Amazon surely covets the large cap advertisers but this alternate route surely helps their advertising revenue continue to grow aggressively.