TAMPA, (June 24, 2020) – Marshall Advertising, one of Florida’s largest independent media buying agencies, announced today that they have entered into an advertising partnership with Amazon, the largest online retailer in the world. Effective immediately, Marshall will have direct access to Amazon’s first-party shopper data through their self-service DSP (Demand Side Platform). Criteria for this partnership involves significant digital experience and knowledge along with a substantial agency ad commitment on the DSP.
Why does this matter?
• The agreement puts Marshall on a short list of agencies, of any size, around the country that have this direct access; even smaller, still, is the list of independent ad agencies that have a seat on the platform.
• Without this agreement, advertisers must commit to a large monthly ad spend AND use Amazon’s in-house media buyers to buy the ads at an increased cost.
• Unlike the Amazon Ad Console where advertisers can purchase sponsored product positions on Amazon.com, the Amazon DSP can also be utilized by companies that do not sell goods on Amazon.com. The power of the platform comes in the ability to target audiences using Amazon purchase history, brand affinity, product searches and more.
Now for the “She said/He said/She said” …
Jennifer Marshall, President of Marshall Advertising: “Think about how often we all visit Amazon to search for and purchase items. Those billions of interactions form incredibly powerful sets of data for marketers. We can use the power of this data both on and off Amazon’s site.”
Kevin Marshall, Co-Founder of Marshall Advertising: “This partnership gives us a distinct competitive advantage in what we can offer our clients. It’s like getting VIP access to a major sporting event with a face value ticket!”
Veronica Garcia, Director of Digital Media Services, Marshall Advertising: “Most digital platforms utilize purchased third-party data to inform media buying decisions but with the Amazon DSP, we can use actual search and purchase information. You can’t get more targeted than that. The addition brings a new and valuable dimension to Marshall’s robust digital offerings which include the Amazon Ad Console, Adobe DSP, The Trade Desk, Facebook/Instagram, Google Marketing Platform, Hulu, Pandora, Roku – the list goes on. It is an exciting time!”
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ABOUT MARSHALL ADVERTISING: Marshall Advertising, one of Florida’s largest independent media buyers, has clients in over 40 markets
across the country. The agency has been serving advertisers for more than 20 years and has a diverse array of clients across dozens of
business categories. The agency specializes in media buying and marketing strategy across a range of advertising channels.