Kantar Media Enters E-Commerce With Focus On Amazon Paid Search
by Laurie Sullivan, MediaPost
Geared for marketers advertising on Amazon, Kantar Media on Wednesday announced the launch of a competitive intelligence tool for monitoring and optimizing paid-search performance on e-commerce sites.
Marketers want answers based on Amazon campaigns, so eCommerce Search Ad Insight will initially provide data and information to support Sponsored Ads campaigns running on Amazon.com in the U.S. The Kantar Media platform will allow advertisers to view their competitors’ and their own campaign performance at the keyword level -- a capability that was previously not available.
“We’re heads down on Amazon for now, but we are aware there are other platforms, from Walmart to Home Depot,” said Eric Marcy, president of AdGooroo, a Kantar Media Group company under the WPP umbrella. “We would love to bring the same type of insight we bring to search marketing with Google, and now Amazon, to other platforms.”
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