Apple's Biggest Threat in Mobile Ad Space? Amazon

E-Commerce Titan's Trove of Purchase Cata Could Yield Big Advantage Over Entrenched Rival

By: Kunur PatelBio - AdAgeDigital

Apple's biggest competitor in the mobile-ad space is turning out to be Amazon, with its fast-growing Kindle device and a burgeoning mobile-ad offering.

The Seattle-based e-commerce giant is already selling ads on its apps and websites, but recent moves point to much bigger mobile plans. It has hired Jamie Wells from Microsoft, where he led global product marketing for mobile display and apps. And he, in turn, is building his team -- his LinkedIn page proclaims: "Hiring for Mult[iple] Ad Sales Marketing Positions."

Meanwhile, Amazon has kicked the tires on a few mobile-ad companies, including mobile-ad network Jumptap, according to two people familiar with the talks. Amazon and Jumptap declined to comment.

That kind of move would mimic how Apple entered the mobile-ad space -- by acquisition. Two years ago, it snapped up mobile-ad network Quattro Wireless and launched a mobile-ad format called iAd.

Amazon also owns massive mobile traffic. About half of all U.S. adult smartphone subscribers visited Amazon sites and apps in March, according to ComScore. That makes Amazon the fourth-most-visited property on smartphones.
Full story at AdAgeDigital