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Amazon has become a growing threat to digital ad incumbents Meta and Google, attracting billions of dollars a quarter from brands that are trying to reach the masses of consumers who swarm to the site on a daily basis.

But it’s no longer just about digital ad dollars, and Amazon’s inaugural presence at this year’s Upfronts events is the clearest indication that the e-commerce giant is prepared to take on traditional media.

On Tuesday, Amazon gave its first presentation during the Upfronts, an annual advertising sales event featuring media heavyweights like Disney and Comcast‘s NBCUniversal. Amazon’s Prime Video and other streamers would historically be featured at Newfronts, which is digital media’s take on Upfronts. But internet video platforms have had a bigger presence on the main stage as Netflix and Google’s YouTube joined the party in recent years.

Amazon is making a fresh pitch to the ad industry as it nears a critical turning point. Advertisers continue to spend more on digital than linear TV. This year, they’re projected to spend roughly $18.8 billion on traditional TV ads during Upfronts, an increase of 1% from a year earlier, according to eMarketer. By contrast, digital advertising during Upfronts and Newfronts is forecast to grow 32% to about $16.5 billon this year.

More ad-supported streaming platforms have also entered the ring, providing advertisers yet another alternative to traditional TV, where viewing has shrunk. Amazon announced it would begin showing ads on its Prime Video streaming service in January, adding to its stable of ad offerings like free streaming TV service Freevee, and Twitch, its livestreaming site popular among gamers.

The company stands to generate up to $3 billion in U.S. ad revenue this year from an estimated 58 million households who will see commercials in Prime Video content, TD Cowen analysts wrote in a note to clients on Wednesday. The firm has a buy rating on Amazon’s stock.

“When I joined Amazon nearly four years ago, the No. 1 question all of you asked was, ‘When are you going to show ads on Prime Video?'” Alan Moss, Amazon’s vice president of global ad sales, said onstage. “Well, at Amazon we like to deliver for our customers. By introducing ads on Prime Video, we’ve created the largest ad-supported premium streaming service in the world.”

The company said its ad-supported streaming content now reaches 175 million U.S. viewers every month, up from more than 120 million in 2021. It also disclosed that Prime Video counts 200 million global customers, 115 million of whom are in the U.S.

Amazon’s advertising business still primarily makes money from charging brands to promote their products across its properties in a variety of ways, from sponsored listings on its website to ad spots on Fire TV streaming devices. Revenue in the ad business climbed 24% in the first quarter to $11.8 billion.

Amazon has also spent billions on live sports programming in a bid to attract more streaming viewers and ad dollars. The company recently reaffirmed its commitment to live sports, snagging the exclusive rights to a National Football League playoff game next season.

Amazon executives on Tuesday tried to win over advertisers with a packed programming slate, and a cavalcade of celebrities like Reese Witherspoon and Jake Gyllenhaal to tout new original content. The company also emphasized its “billions of customer signals” that allow brands to target ads.

Paul Kotas, who runs Amazon’s ad business, said the company “made a big bet” 18 years ago when it first rolled out ads on its website. He showed how the business has evolved to include digital video ads on Prime Video.

“We’ve been working towards this moment for years, and that’s why being here on stage today means so much,” Kotas said. “And of course, at Amazon, we’re never done innovating.”

— CNBC’s Lillian Rizzo and Alex Sherman contributed to this report.

Disclosure: NBCUniversal is the parent company of CNBC.

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Meta wins FTC antitrust trial that focused on WhatsApp, Instagram

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Meta wins FTC antitrust trial that focused on WhatsApp, Instagram

Meta CEO Mark Zuckerberg appears at the Meta Connect event in Menlo Park, California, on Sept. 25, 2024.

David Paul Morris | Bloomberg | Getty Images

Meta won its high-profile antitrust case against the Federal Trade Commission, which had accused the company of holding a monopoly in social networking.

In a memorandum opinion released Tuesday, Judge James Boasberg of the U.S. District Court in Washington, D.C., said the FTC failed to prove its argument. The case, initially filed by the FTC five years ago, centered on Meta’s acquisitions of Instagram and WhatsApp.

“Whether or not Meta enjoyed monopoly power in the past, though, the agency must show that it continues to hold such power now,” Boasberg said in the filing. “The Court’s verdict today determines that the FTC has not done so. A judgment so stating shall issue this day.”

Boasberg dismissed the case in 2021, saying the agency didn’t have enough evidence to prove “Facebook holds market power.” In August of that year, the FTC filed an amended complaint with more details about the company’s user numbers and metrics relative to competitors like Snapchat, the now-defunct Google+ social network and Myspace.

After reviewing the amendments, Boasberg in 2022 ruled that the case could proceed, saying the FTC had presented more details than before.

Meta CEO Mark Zuckerberg, former operating chief Sheryl Sandberg, Instagram co-founder Kevin Systrom and other current and former Meta executives all testified in the trial, which began in April.

Meta shares were little changed on Tuesday. The stock is up about 2% for the year, badly underperforming broader indexes and most of its megacap tech peers.

“The Court’s decision today recognizes that Meta faces fierce competition,” the company said in a statement. “Our products are beneficial for people and businesses and exemplify American innovation and economic growth. We look forward to continuing to partner with the Administration and to invest in America.” 

The FTC didn’t immediately respond to a request for comment.  

The ruling comes a little over two months after Google avoided the harshest possible penalty from an antitrust case it lost last year. While Google was found to hold an illegal monopoly in its core market of internet search, U.S. District Judge Amit Mehta decided the company would not be forced to sell its Chrome browser, bucking the Department of Justice’s request. Google was, however, ordered to loosen its hold on search data.

Former FTC Chair Lina Khan on Meta antitrust trial regarding Instagram, WhatsApp ownership

In the Meta case, the FTC claimed the company shouldn’t have been allowed to buy Instagram for $1 billion in 2012 and WhatsApp for $19 billion in 2014, and the agency called for those units to be divested. The commission also alleged that there were no major alternatives for apps like Facebook and Instagram that people use to communicate with friends and family in a online, social space.

However, a major challenge for the FTC, according to the judge, was in proving that Meta is breaking antitrust law today, not years ago when the primary use of social networks was very different and based on sharing other kinds of content.

“To win the permanent injunction that it seeks here, the FTC must prove a current or imminent legal violation,” he wrote.

Boasberg ultimately sided with Meta’s argument that the technology industry has evolved since the early days of Facebook, and the company now faces a wide variety of competitors like TikTok.

“While each of Meta’s empirical showings can be quibbled with, they all tell a consistent story: people treat TikTok and YouTube as substitutes for Facebook and Instagram, and the amount of competitive overlap is economically important,” Boasberg wrote. “Against that unmistakable pattern, the FTC offers no empirical evidence of substitution whatsoever.”

Big changes in social

Much of Judge Boasberg’s conclusion was built on the transformation that’s taken place in the social media market in recent years and Meta’s changing position within it. User trends have moved heavily in the direction of video, where TikTok and YouTube have massive user bases and huge network effects.

“The most-used part of Meta’s apps is thus indistinguishable from the offerings on TikTok and YouTube,” Boasberg wrote.

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Waymo says it will launch in more Texas and Florida cities in 2026

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Waymo says it will launch in more Texas and Florida cities in 2026

A Waymo autonomous self-driving Jaguar taxi drives along a street on March 14, 2024 in Los Angeles, California.

Mario Tama | Getty Images

Waymo on Tuesday said it will bring its robotaxi service to new cities in Texas and Florida in 2026.

The Alphabet-owned company said it plans to start operating its vehicles with no human driver assistants in Dallas, Houston, San Antonio, Miami and Orlando in the coming weeks before opening service in those markets to the public next year, the company said in a blog.

“Waymo has entered a new phase of commercial scale, doubling the number of cities we operate without a human specialist in the car,” Waymo Chief Product Officer Saswat Panigrahi said in an emailed statement Tuesday.

Waymo had previously announced plans to launch its robotaxi service in Dallas and Miami in 2026, but Tuesday was the first time the company said it planned to launch service next year in the other cities. Waymo will first offer fully autonomous trips to its employees in those markets, a spokesperson said.

The company has been gearing up to expand its paid robotaxis service in 2026. The company previously announced plans to expand to Detroit, Las Vegas, Nashville, San Diego, Washington, D.C., and London in 2026.

Waymo has also begun testing vehicles in New York City and Tokyo.

Last week, Waymo began offering freeway routes in the San Francisco, Phoenix and Los Angeles markets. The Google sister company will gradually extend freeway trips to more riders and locations over time.

Already, Waymo operates its paid robotaxi service in Austin, San Francisco, Phoenix, Atlanta and Los Angeles. The company has provided more than 10 million paid rides since first launching in 2020, the company said in May.

Waymo’s Florida and Texas expansion announcement comes the same day that Amazon-owned Zoox began allowing select San Francisco users to hail its driverless vehicles. San Francisco is the second market where Zoox now offers a free service, after its launch in Las Vegas in September. Zoox has deployed a fleet of 50 robotaxis between San Francisco and Las Vegas, the company told CNBC in September.

WATCH: Waymo launches paid robotaxi rides on freeways

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Ignore Wall Street’s ‘shameful’ double downgrade of Honeywell stock, Cramer says

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Ignore Wall Street’s ‘shameful’ double downgrade of Honeywell stock, Cramer says

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