Amazon built all sorts of buzz and intrigue
during Advertising Week[1] this month by touting its third-party ad
platform. But what the e-commerce giant is doing isn’t actually all that new. Brands repackaging their own audiences for
display ads “is very much an emerging space,” said Jay Habegger, co-founder and
CEO of ad network OwnerIQ, a retargeting firm that is in talks to work with the
majority of the top 25 retailers.