You are being naive here, the edge is data size, what made Amazon stuck out is they have shopping specific data, that's what matters, so too will those specific apps.
I've been in adtech for 10+ years so I'll take my experience and connections over your anonymous comments.
Nobody cares about some app that gets 0.001% of the usage and probably doesn't even have any strong identity link. "Shopping data" isn't magical nor is it of interest to every advertiser. Purchase data is also already processed by specific companies with their own properties or in aggregate by many ad networks. And, in case you missed my first comment, Google recently closed a deal to get purchase data directly from Mastercard which is far more than any single retailer could provide.
If you actually have an example of a specific app that is delivering much greater ad performance then perhaps you should share it.
Nobody cares about some app that gets 0.001% of the usage and probably doesn't even have any strong identity link. "Shopping data" isn't magical nor is it of interest to every advertiser. Purchase data is also already processed by specific companies with their own properties or in aggregate by many ad networks. And, in case you missed my first comment, Google recently closed a deal to get purchase data directly from Mastercard which is far more than any single retailer could provide.
If you actually have an example of a specific app that is delivering much greater ad performance then perhaps you should share it.