With Amazon, Facebook, Google and now Walmart recognizing the value of a data-rich shopper audience, all types of e-commerce players and open internet publishers will be forced to raise their game to compete. Retailers will need to make their audiences accessible to marketers or risk losing brand dollars to platforms that do. Publishers will need technology that links their audience to its shopping behavior across all devices. Marketers enjoy the channel diversity that Amazon and now Walmart bring, cracking open the duopoly like a raw egg. The rest of the open internet could also potentially benefit from Facebook’s reduced dominance.