"1. The display advertising ecosystem has, for years, been talking about data-driven display. The truth of the matter is, though, that most of the data is indir

"1. The display advertising ecosystem has, for years, been talking about data-driven display. The truth of the matter is, though, that most of the data is indirectly inferred and extremely low-quality. Companies like Google and Facebook tread very lightly when it comes to offering data for targeting for fear of massive privacy backlash, but it seems like Amazon could sidestep that. If Amazon is allowing implicit/indirect access to Amazon purchase history, it will be far and away better than anything else out there. More importantly, the unevenness of the data and of performance has really held back broader adoption -- if they're smart they may be able to bring over many of the holdouts." This is very true. It's a quiet but widely accepted truth that "data" doesn't work for direct response advertising due it being too expensive and too diluted to drive results. If Amazon is able to solve this by selling their data direct, yes, it would be a big deal for DR.