Ad buyers said Amazon's demand-side platform is going head-to-head with Google and The Trade Desk. Amazon is making a new pitch to cut into the ad dollars that marketers spend with rivals like Google and The Trade Desk, multiple ad industry sources said. The advertising consultancy Jounce Media predicts that Google, The Trade Desk, and Amazon will collectively control about 63% of the DSP market share this year, with Google owning 41%, The Trade Desk capturing 12%, and Amazon getting 11%. Amazon's DSP has historically not been as strong in performance as Google and The Trade Desk, said Travis Johnson, global CEO of Amazon agency Podean. Google and The Trade Desk declined to comment for this story.

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Persons: Hannah Grobmyer, Travis Johnson, Podean's Johnson, Pete Stein, Merkle, Stein Organizations: Google, Amazon, Jounce Media, Kepler Group . Finance, Kepler Group, CNN