The short version

Javier Rodriguez Horta predicted on December 24, 2023: “Amazon "may look to complement its existing ad business by acquiring startups that specialize in data and analytics, retail technology, or logistics."” Verdict: Too early to tell. Amazon did not acquire adtech/martech startups in those categories in 2024. It expanded Amazon Ads organically (e.g., via AWS integrations, retail media growth). The year…

Prediction by

Javier Rodriguez Horta

On December 24, 2023

“Amazon "may look to complement its existing ad business by acquiring startups that specialize in data and analytics, retail technology, or logistics."”

Follow-up

Amazon did not acquire adtech/martech startups in those categories in 2024. It expanded Amazon Ads organically (e.g., via AWS integrations, retail media growth). The year is not yet over, so this could still change.

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