The Trend Few Are Discussing: Brands As Media Companies

Large Consumer Manufacturers Are Posing Their Sites to Power Display Ads of Third-Party Advertisers

Few have commented publicly on an exciting trend in digital advertising: 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.

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