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Report: Amazon eyeing expansion of streaming TV ads beyond Fire TV Inc. plans to sell ads on other streaming platforms such as Apple Inc.'s Apple TV, Google LLC's Android TV, Microsoft Corp.'s Xbox and Sony Corp.'s PlayStation, The Wall Street Journal reported Jan. 9, citing sources.

Amazon intends to insert technology that would put some of the TV app owners' ads on the streaming services, using consumer behavior data from the company's e-commerce platforms. The targeting would only apply to advertisers that use Amazon's ad-buying tool.

The Amazon Publisher Services division is in talks with the programmers about the plans. However, some programmers with big ad-sales businesses may be unwilling to allow Amazon to access their ad inventories, according to the Journal.

Amazon has been selling ads on its Fire TV platform, which now has more than 40 million active users worldwide. Recent figures showed a steady climb in revenue for subscription video-on-demand services, including ad-based offerings.