As the media landscape has shifted more and more digital, advertising giants such as WPP have had to deal with digital goliaths Facebook and Google eating into their revenue.
But those losses pale in comparison to what effects Amazon can have on their bottom line, and that very thought keeps WPP CEO Sir Martin Sorrell up at night.
At the moment, Amazon does list its ad revenue on its financials, but the "other" section which encompasses advertising grew 60% in 2016.
Many view Amazon as the perfect place for advertisers because of the companies deep knowledge of consumer buying habits and its proximity to the final purchase.
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Source - Business Insider