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Illustration: Aïda Amer/Axios

A new report from GroupM's Brian Wieser, one of the top advertising industry analysts, finds that large online marketplaces account for a majority of e-commerce activity and are growing as a percentage of e-commerce activity at a faster rate than direct-to-consumer (D2C) brands.

Why it matters: Following e-commerce trends is important in understanding what shapes the media industry because of the ripple effect it creates in the types of advertising growth.

How it works: Online marketplaces like Amazon have become media owners themselves, and generate online ad revenue — mostly by expanding their search capabilities — from the manufacturers and brands they work with.

  • This is likely helping the bigger search ad market, because marketplaces need to drive traffic to their websites, Wieser argues.
  • By contrast, D2C brands typically spend much more on social platforms and with influencers.
  • Because D2C companies are experiencing slower revenue growth than marketplaces, Wieser argues that this could have a decelerating effect on certain social channels, but it will likely be offset by the fact that direct brands will begin to spend a greater percentage of their revenue on advertising.

Be smart: In a new piece for Bloomberg Opinion, Shira Ovide wisely points out that investors wrongly treat Amazon's $11 billion advertising sales business as a standalone operation akin to Google, when in reality, Amazon's ads are an added fee for sellers on Amazon.

What to watch: As Amazon Prime Day rolls into its second day Tuesday, some of its competitors may see a lift in online shopping, Axios' Erica Pandey reports.

Go deeper: E-commerce is upending Madison Avenue, led by Amazon

Go deeper

CDC: Fully vaccinated people can gather indoors without masks

Photo: Filip Filipovic/Getty Images

People who have been fully vaccinated against COVID-19 can take fewer precautions in certain situations, including socializing indoors without masks when in the company of low-risk or other vaccinated individuals, according to guidance from the Centers for Disease Control and Prevention released Monday.

Why it matters: The report cites early evidence that suggests vaccinated people are less likely to have asymptomatic infection, and are potentially less likely to transmit the virus to other people. At the time of its publication, the CDC said the guidance would apply to about 10% of Americans.

Dan Primack, author of Pro Rata
49 mins ago - Economy & Business

Ripple CEO calls for clearer crypto regulations following SEC lawsuit

Illustration: Sarah Grillo/Axios

Ripple CEO Brad Garlinghouse tells "Axios on HBO" that if his company loses a lawsuit brought by the SEC, it would put the U.S. cryptocurrency industry at a competitive disadvantage.

Why it matters: Garlinghouse's comments may seem self-serving, but his call for clearer crypto rules is consistent with longstanding entreaties from other industry players.

Republican Sen. Roy Blunt will not seek re-election in 2022

Photo: Alex Wong/Getty Images

Sen. Roy Blunt (R-Mo.), widely seen as a member of the Republican establishment in Congress, will not run for re-election in 2022, he announced on Twitter Monday.

Why it matters: The 71-year-old senator is the No. 4-ranking Republican in the Senate, and the fifth GOP senator to announce he will not run for re-election in 2022 as the party faces questions about its post-Trump future.