Amazon and Facebook Could Easily Shake Up Display Space

In its PostView column written by European-based senior ad executives, ExchangeWire makes a good argument for two major data collectors – Amazon and Facebook – to completely disrupt the online display market. The column suggests Amazon won't build a behavioral ad network hooked up to its mountains of consumer data, but a bidding platform – an intent-based DSP that it would license to agencies and marketers. While Facebook has sworn time and again that it is not building an ad network, the PostView author suggests in 2012 the social network will step outside its bounds and use the massive open graph to target display ads.

Then there's this scary thought: "Amazon and Facebook could – and most probably will – bring major disruption to the display marketplace, but imagine if they worked together. An integrated partnership that leveraged the best of both the intent and social worlds. You bring this entire stack to the table and it’s enough to own the market. Things are going to get interesting. Again…"

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