For a company the size of Amazon, it takes a lot to move the needle. It’s hard to enter new businesses that have enough upside to make a material difference. Advertising is one of them. With its recent change to break out results for its advertising business, Amazon is signaling it’s all in on staking its claim to as much of the market as it can.
That market is growing, but Amazon’s business is growing much faster. That means it’s taking share away from its competitors. Amazon is already the third-largest advertising platform. I wouldn’t bet against it someday soon becoming the biggest.
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