Amazon is moving further into the advertising business with a new office that it says will bring 2,000 jobs -- mostly in advertising -- to Manhattan and a push for pitching to brands that don't sell on Amazon.

"There are lines you won't cross with your loyal audience that you'll cross with your fly-by-night audience." Visitors who come to publishers' sites via search or social may see prompts to subscribe and intrusive ads, while paying readers get a cleaner user experience.

Amazon has become dominant in server-side bidding, with its server-to-server wrapper being the most popular in the ad industry.

Supply-side platforms implement auction dynamics that often confuse ad buyers. To remedy this, exchanges like OpenX, Index Exchange and Rubicon Project have all started testing first-price auctions.

"Tentacles in too many different businesses": Subscribe to Digiday+ to learn how plausible it would be for federal regulators to break up Amazon.

Hear how publishers like The Financial Times, Axios, Business Insider and much more are taking back control of their tech stacks at the Digiday Programmatic Media Summit. Join us in New Orleans from Nov. 13 - 15.