Back to Blog
In This Week's News, we celebrate Amazon surpassing 10% share of the US digital ad market for the first time, Twitter dropping from 22+ individual ad format names to just 5 advertising categories, and a peek into Google's upcoming changes to tROAS or tCPA bid strategies within Search starting this month.

This Week's News: 2021/04/13

Hotspex Media Team

Twitter’s Rebranded Advertising Product Suite

  • Twitter is rebranding their advertising product suite to simplify and create clarity around Twitter’s ad product offerings.
  • From 22+ individual ad format names to just 5 advertising categories

After an extensive discovery and research process, Twitter has recategorized and rebranded its entire ad suite. Twitter has gone from 22+ individual ad format names to just 5 advertising categories with a corresponding suite of features that can be applied across them. The new categories are Promoted Ads, Follower Ads, Twitter Amplify, Twitter Takeover,  and Twitter Live. Within each of those 5 categories are sub-categories that are specific formats that an advertiser can choose to run for a campaign or add to a media plan. These changes will not happen all at once — you’ll see previous product names begin to phase out over the next several months. The updated names are already reflected in the new Tweet Composer.

Smart Bidding Updates in Google Ads


  • Google Ads plans to sunset their Target CPA (tCPA) and Target ROAS (tROAS) smart bidding strategies starting this month


Starting in April 2021, some advertisers will no longer be able to create tROAS or tCPA bid strategies. Instead, they will see a new field to add a target CPA when using the ‘Maximize Conversions’ strategy and a new field for target ROAS when using the ‘Maximize Conversion Value’ strategy. This transition will ultimately lead to the tCPA and tROAS strategies becoming fully absorbed in their new counterparts. After April 2021, advertisers using Maximize Conversions with a tCPA setting and who have a constrained budget should either raise the budget or remove the CPA setting. For most advertisers, not much will change in terms of how their bids are managed, even after Google combines their tCPA and tROAS strategies into their updated Maximize Conversions and Maximize Conversion Value strategies.

Amazon’s share of the US digital ad market surpassed 10% in 2020

  • Amazon’s share of the US digital ad market is past 10% for the first time
  • Ecommerce channel advertising accounts for roughly 89% of Amazon’s ad business.
  • This year, Amazon will control 76.2% of the nearly $24 billion ecommerce channel ad market. For comparison, No. 2 Walmart will capture just 6.5% of the market.

In 2020, Amazon's ecommerce business grew by double digits with its advertising business up by 52.5% last year, strengthening its position as the No. 3 ad publisher in the US. Growth was driven by search revenues from Sponsored Products and Sponsored Brands, while video ad revenues on properties including Amazon Fire TV, Twitch, and IMDb TV grew significantly as well. This year, we expect Amazon’s US ad business to grow another 30.1%, surpassing $20 billion for the first time, putting it on track to surge past $30 billion by 2023. Importantly, Amazon continues to slowly chip away at Google’s share of total US digital ad revenues—which will shrink from 28.9% in 2020 to 26.6% by 2023. Amazon’s search ad business will grow to $14.53 billion in 2021, boosting its share of US search ad spending to 19.0%.

Want to Learn More?

Give us a shout and let us know how we can help.

More from the Blog

This Week's News: 2021/06/16

In This Week's News, we explore the vast opportunities offered by connected packaging, the increasing number of Canadians prioritizing convenience over safety, and take a look at Disney & Facebook's growing (or shrinking) userbases.

Read Story

This Week's News: 2021/06/09

In this Week's News, we dive into new and emerging ad formats ranging from OOH to eCommerce and social media.

Read Story

This Week's News 2021/06/01

In This Week's News, we celebrate the expansion of Shopify’s Shop Pay to all Shopify merchants selling on Google later this year, and with social media spend up 60% year-over-year, is it time our industry starts branching out into new ad formats such as virtual out-of-home?

Read Story