The prospect of Amazon emerging as the main rival to Google and Facebook’s duopoly over digital media seems increasingly plausible, now that some of the world’s biggest brands are starting to consider it for their budgets. Interest has built since the turn of the year, with RBS Group chief marketing officer David Wheldon and WPP boss Martin Sorrell almost willing the online retailer to break Google and Facebook’s stranglehold on online media by speculating that its advertising business could make the market more competitive. Amazon has stoked that enthusiasm, pledging to become an “ad platform leader” for advertisers that’s capable of “best-in-class service” and “strategic consultation,” according to several marketing and agency executives who have heard its pitch. What was once a search and programmatic proposition now includes Amazon’s Echo personal assistant and its Prime Video service, said Sam Fenton-Elstone, VCCP’s chief digital officer. Conversations between the agency and Amazon’s sales teams are much bigger than they were 12 months ago, when the focus was on trying to shift money from Google through programmatic and search, he said. Get the full story at Digiday