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Amazon Works With FreeWheel for On-Site Video Advertising

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Shopping giant Amazon will add video advertisements to its search results in a way meant to enhance the shopping experience, and it's partnering with online monetization specialist FreeWheel to deliver those ads.

According to FreeWheel's announcement, Amazon customers will see video game trailers, movie trailers, how-to videos, and more added to relevant search results. The selection of videos will grow over time. These videos will often include buttons that let the viewer buy the product mentioned or get more information.

Amazon is using FreeWheel's video ad management platform. FreeWheel's role includes managing ad rights and streaming the videos.

According to ReCode, the two companies started working together in the fourth quarter of last year, with FreeWheel serving video ads before some videogame trailers shown in search results. The ads will now increase in both variety and placement.

Besides inserting video ads into search results, FreeWheel will also serve ads into some TV episodes streamed to Kindle Fire tablets. Amazon streams the first episodes of many shows for free to Kindle Fire owners. If this arrangement pays off, it could lead to more free, ad-supported content videos from Amazon.

"Our customers love video," says Lisa Utzschneider, vice president of global advertising sales for Amazon Media Group. "We're excited to be connecting customers and advertisers through our video content, in ways that help customers discover and learn about great, relevant products."

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