Advertisers accustomed to getting rich sets of demographic data about customers from Silicon Valley firms were also rebuffed. No, advertisers couldn’t access Amazon data about its customers’ age, ethnicity, and shopping habits. No, Amazon wouldn’t allow companies like Adobe and Acxiom to put their third-party software tags onto ads and track their performance, a common practice elsewhere on the web. Advertisers would have to settle for getting reports about their ads’ effectiveness directly from Amazon.
