Here is the recap of today’s AdExchanger.com news… Want it by email? Register now here.

I have to spend money to spend money

Amazon’s advertising business is exploding. You probably already knew that. But this growth for Amazon is not a victory for many sellers, especially the early and seasoned users of the platform. There is strong demand for Amazon inventory, with the average cost per click dropping from 86 cents a year ago to $ 1.27 today, the Amazon Canopy agency said. CNBC. Amazon is also opening up huge new inventory swathes. Over the past three years, sponsored product ads went from 20% of Amazon’s top search results to over 40%. But the prices continue to rise. And the extra inventory is a boon for big legacy store brands, which may exclude independent sellers on the platform. Not to mention the Amazon aggregation companies that are sweeping up niche brands and operate their e-commerce advertising. “They are now competing with other smaller sellers to now compete with massive, well-funded sellers,” says Juozas Kaziukenas, CEO of market research firm Marketplace Pulse.

In search of research

Mozilla is testing 1% of its Firefox desktop browser population by changing Google’s default search engine to Microsoft Bing, Ghacks reports. The experiment started the first week of September and will run until January 2022. Firefox comes with a number of search engines preloaded for the user to turn on or off, including Google, Bing, DuckDuckGo, and companies. regional like Yandex in Russia. But this test marks the first time in years that Firefox has even dipped a toe outside of Google, which has an agreement with Mozilla to pay between $ 400 million and $ 450 million a year to remain Firefox’s default search engine, until ‘in 2023. Bing’s silent review comes as many challengers of search engines and browser operators see an opportunity to do the impossible: take market share away from Google. AdExchanger has more on that.

In denial?

Linear television ratings took a hit last year. But will the audience return to pre-pandemic levels? Despite a massive switch to streaming during the pandemic, some broadcasters are optimistic viewers will return in the fall when their “normal” premiere times begin, Advertising week reports. Networks must recover some of the double-digit hearing losses they have seen since the pandemic disrupted scheduled programming. However, many industry experts AdExchanger has spoken to over the past year expect the new streaming channels, namely CTV and AVOD services, to move further away from cable. Broadcasters have seen a rosy glow in solid NFL numbers since the season began two weeks ago. But the NFL is an exception to the rule. The broadcasters of fall TV programming, including “new” shows such as ABC’s reboot of “The Wonder Years” and CBS ‘NCIS and CSI spinoffs, can be difficult to sustain despite the return of fans. American football in their sofas.

But wait, there is more!

EU raises privacy concerns over Facebook’s new smart glasses. [TechCrunch]

Apple’s ATT gives the company control over advertising dollars. [Digiday]

Networks (other than NBCUniversal) are testing new measurement providers. [Campaign]

Sports Illustrated expands into the game with a new sportsbook. [BI]

Omnicom obtains a Mercedes-Benz account. [MediaPost]

Is direct shopping the future of retail? [WSJ]

You are engaged

Sendbird is hiring Sam Zayed as a CRO. [Martech Series]

TripleLift uses Steven Berns as COO. [release]