As brands test Amazon's direct link between digital ads and Whole Foods purchases, they spot new data nuggets — and gaps

Advertisers say they're already seeing new data nuggets that illuminate more about how people choose what to buy after data from Amazon is connecting in-person purchase decisions at Amazon-owned Whole Foods with the ads Amazon serves them online. There are still hurdles in the data, however. "The way we look at it is it's the first of many steps Amazon is going to take in connecting physical properties to digital," said Nich Seo, director, go-to-market for commerce at data-centric consultancy MightyHive. Read more below.

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