Friday, January 4, 2013

Brands as media companies.

Large consumer brands are repackaging their online audiences and their onsite browsing behavior to power third-party advertisers' display ads. 

This trend gained huge momentum among retailers when Amazon quietly entered the category, creating its own advertising network. 

Some of the biggest brands are transforming their assets into these new advertising opportunities, and, in many cases, ad revenue. 

The conversation in the marketplace has centered on the opportunities for retailers. And that makes sense: With a large online presences, retailers sell a diverse of set of products to a broad set of consumers, who, in turn, appeal to a broad set of online advertisers. 

However, in the new world of audience buying, manufacturers are waking up to an equally exciting opportunity. 

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