Amazon has been experimenting with personalised video ads as it looks it expand its custom ad formats.
The retailer has been using personalised static ads for some time but has been looking at the potential of video ads which would feature products a user has shown interest in.
Speaking at an event in Edinburgh, Graeme Smith, managing director Amazon's software development centre, stressed that it was happening at a very “small scale” but that they are “out there in the wild.”
"I'm not able to share any more details of where, but potentially anywhere you can see a video is potentially somewhere you could consider running personalised video ads, right across the internet,” he told the BBC.
"It's still very early days for this technology, but it's something we are really excited about with a lot of applications."
To tailor an ad to a single person, Amazon is using graphics templates where an algorithm automatically superimposes with images and text based on what it understands about a user and their browsing behaviour.