Does the confluence of the sixth most popular website on the planet and what could be the...

|By:, SA News Editor

Does the confluence of the sixth most popular website on the planet and what could be the largest treasure trove of consumer buying data make Amazon (AMZN -1.5%) the "sleeping giant" of media? The company's display ads are using some savvy integration of reviews and shopping cart compatibility that could leave competitors in the dust. Though it's still early in the game in Amazon's bid to be an ad publisher, media analysts note some of its innovative ad formats are seeing a 20-30X lift over traditional ads.