As the NFL season and holiday shopping season both kick off, U.S. advertisers are devoting more budget to Amazon’s ad inventory. For the e-commerce giant, Thursday Night Football coverage has proven a particularly useful tool to expand its advertising and streaming business . The company has successfully used the TNF audience to convert brands that don’t sell products on its e-commerce site, like American Express , amid fierce competition among DSP providers . But it’s also positioned its live sports portfolio as an upsell option for brands that do shift product on its retail platform, but which don’t typically bother with sports…
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