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

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Former officer who shot Breonna Taylor indicted on wanton endangerment

A memorial to Breonna Taylor in downtown Louisville, Kentucky on Sept. 23. Photo: Jeff Dean/AFP via Getty Images

A grand jury has indicted Brett Hankison, one of the Louisville police officers who entered Breonna Taylor's home in March and shot her at least eight times, on three counts of wanton endangerment.

The state of play: None of the three officers involved in the botched drug raid will face charges related to the actual death of Taylor, such as homicide or manslaughter. The two other officers, Jonathan Mattingly and Myles Cosgrove, were not charged at all. Hankison's bond was set at $15,000.

FDA chief vows agency will not accept political pressure on coronavirus vaccine

Food and Drug Administration Commissioner Stephen Hahn promised that "science will guide our decision" for a coronavirus vaccine at a Senate hearing on Wednesday.

Why it matters: More Americans are expressing doubt about a first-generation vaccine, despite President Trump's efforts to push an unrealistic timeline that conflicts with medical experts in his administration.

CEO confidence rises for the first time in over 2 years

Data: Business Roundtable; Chart: Naema Ahmed/Axios

A closely-watched CEO economic confidence index rose for the first time after declining for nine straight quarters, according to a survey of 150 chief executives of the biggest U.S. companies by trade group Business Roundtable.

Why it matters: The index, which still remains at a decade low, reflects corporate America's expectations for sales, hiring and spending — which plummeted amid uncertainty when the pandemic hit.

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