At its flagship unBoxed conference, Amazon Ads collapses buying silos as AI takes a bigger role in media decisions

This story was originally published on Modern Retail’s sister site, Digiday.

Amazon’s dominance in retail media budgets is hardly a surprise, with Madison Avenue observers expecting a push to win similar spend in adland. And at its flagship advertising and marketing conference, hosted this week in San Francisco, California, Amazon unveiled its latest offerings.

However, as allegations from government authorities around auction practices continue to dog certain aspects of its media operations, market observers advise caution when it comes to accepting the advertising and retail media giant’s claims lock, stock and barrel.

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