MIAMI — When it comes to the “GAFAN” Goliaths of digital media, Amazon has been duly noted as one of the bigger threats to traditional, linear media. Indeed, as Gordon Borrell said in his opening keynote at Borrell Miami 2023 on Monday, some $37.8 billion in ad dollars was attributed to Amazon as of January.
But, is Amazon a foe to broadcast radio or television or instead perhaps a potential partner for reaching local ad buyers in the best most efficient way possible?
