Facebook and Google occupy large, noticeable spaces in Cannes — beachfronts where they host everything from meetings to concerts to lavish buffets and smoothie bars. But you’d be a little bit hard pressed to find the third leg of the so-called “triopoly” anywhere along the Croisette.
Instead, Amazon, which broke $3 billion in ad revenue this year and has an ever-maturing ad platform, prefers to keep things quiet when it comes to Cannes.
It’s an approach that shows that even at the advertising industry’s splashiest event, Amazon will maintain its frugal company culture. By eschewing the platform playbook of using beaches and parties to appeal to advertisers at Cannes, Amazon is telling marketers that even as it works to bolster its ad business it will continue to play by its own rules.