TikTok Might Tip Into Oracle’s Lap; Amazon’s Not Happy With $56 Billion

TikTok Might Tip Into Oracle’s Lap; Amazon’s Not Happy With $56 Billion

  • 19.03.2025 00:00
  • adexchanger.com
  • Keywords: dangerous, dangerous

TikTok may be nearing a deal with Oracle to manage its US operations, while Amazon, which earned $56 billion in ad revenue last year, aims to compete with Google's advertising dominance. Meanwhile, generative AI is boosting retail traffic but causing issues for news publishers by misidentifying sources and directing users away from original content.

Amazon ReportsORCLsentiment_dissatisfiedAMZNsentiment_satisfied
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Estimated market influence

Oracle

Oracle

Negativesentiment_dissatisfied
Analyst rating: Buy

No impact on Oracle's market position.

Amazon

Amazon

Positivesentiment_satisfied
Analyst rating: Strong buy

Amazon is looking to grow its ad business significantly.

Context

Business Insights and Market Implications

Oracle and TikTok Deal

  • Oracle is working with the second Trump administration to manage TikTok’s US operations, similar to a 2023 proposal.
  • ByteDance retains ownership of TikTok’s algorithm, raising concerns about compliance with US bans on foreign-controlled apps.
  • The deal may face regulatory hurdles due to potential conflicts with existing laws.

Amazon's Ad Business Growth

  • Amazon generated $56 billion in ad revenue last year, aiming to challenge Google’s $350 billion ad business.
  • Amazon has historically slowed ad growth to avoid complicating its retail marketplace and customer tracking concerns.
  • Potential antitrust scrutiny looms as Amazon leverages AWS credits to attract customers.

Generative AI Impact on Retail and News

  • Generative AI search boosted US retail site visits by 1,300% year-over-year during the 2024 holiday season, with Cyber Monday seeing a 1,950% increase.
  • AI-driven traffic showed higher engagement: visitors stayed 8% longer, bounced 23% less, and browsed multiple pages at a 12% higher rate.
  • News publishers face challenges as AI misidentifies original sources in over 67% of cases (ChatGPT) and directs users to syndicated or broken links.

Industry Personnel Changes

  • Jeanne Leasure promoted to Chief People Officer at OpenX.
  • Ali Reed joins Brainlabs EMEA as Chief Growth Officer.
  • John Lyons appointed Chief Performance Officer at Converge from Dentsu.
  • Conor Skea named VP of Growth at New Engen.