Pivotal forecasts Amazon's advertising revenues will reach $38bn

According to Pivotal Research, Amazon's advertising revenues are expected to surpass any other Amazon business by reaching $38bn in the next five years. Following conversations with marketers about the presence of the Amazon Advertising Platform, Pivotal has also initiated coverage of the e-commerce company.

The investment research firm doesn't believe Amazon's revenue will reach Google's and Facebook's in five years, estimated to be $215bn and $59bn respectively, however, it maintains that its ad revenue will make Amazon a clear "third force" in data-driven advertising.

Read more on this at Ad Exchanger.