Dive Summary: 

• Google has expanded its mobile ad network to any Android app available on through the Amazon App store. 
• With the new network, developers can sell in-app inventory through Amazon and plug in ad units of various sizes for smartphones and tablets that must be shown when users first navigate to a screen. 
• If the user has downloaded the app through the Amazon app store, Amazon may be able to to use proprietary data from that users Amazon history to target mobile ads to users based on their previous purchases. 

From the article: 

"Of course the ad targeting criteria submitted by the app developer could be afterthought compared with Amazon's proprietary user data. Imagine a women’s shoe brand being able to serve ads for a particular pair of heels only to women who have owned a similar pair, have purchased that pair years ago and need to replace them. That’s a possibility if Amazon can recognize app users and match them to their Amazon account. To do that the user would have at least needed to download the app through the Amazon Appstore."