LONDON — Over the last two years, the growing realization that Amazon brings significant skin to the digital advertising game has ballooned. And that is crossing off its ecommerce platform and on to online TV, too. In a recent terms of service update for Fire TV ad sales, Amazon says "Fire TV Ad-Enabled Apps must provide 30% of total advertising impressions in the app to Amazon, which 30% will be representative of all of the app's advertising impressions and not exclude or limit Amazon's access to times, programs or categories. Apps will not receive payment for the 30% of impressions provided to Amazon." That sets reports flying, like this from AdAge : "Until last month, Amazon let the publishers sell their own ads and take all the money." In this video interview with Beet.TV, the boss of one ad agency's connected TV play gives his view on how Amazon's position is shaping up. "You can say, 'Well what's different about that?