A new report from the ad agency Merkle shows that as Amazon approaches Prime Day, it’s using an interesting strategy to grow its own advertising business: it’s buying ads on Google.
It might seem counter-intuitive to pay another company for ads when you’re already the third-largest digital advertising platform, but it’s actually brilliant when you think about it. Google’s Shopping Ads allow businesses, like Amazon, to place ads that link directly to individual product pages in their online store.
