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It’s something Amazon can do because, as an Amazon ad executive told AdExchanger last year, the company closes the loop between the media spent and the retail channel that gets the sale — because they are the retail channel that gets the sale. Today that’s Amazon and Google Search, among others.
Take Shopping Actions, which let retailers list products on Google Search, Google Express and Google Assistant on both mobile and voice devices – and in exchange, Google gets a cut of the purchases. The program also gives participating retailers a chance to attach themselves to those search queries via sponsored posts.
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