People in the advertising industry usually think of AOL+Verizon+Yahoo, Snap, or even Twitter as the main contestants to the Facebook-Google duopoly. However, a few weeks ago Sir Martin Sorrell mentioned that Amazon is in fact what keeps him up at night. Even if the Seattle-based giant currently represents a small proportion of the digital ad market (roughly 1-2% in the US during 2016), I completely agree that they embody the biggest threat to the duopoly's reign, and these are my reasons why:
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