The Department of Justice is again suing Google for alleged antitrust practices, this time over its dominance in ad technology, with the DOJ making the case that its market dominance over both the buy and sell side of the equation effectively muscles out competitors.
As inflation continues to impact retailers, the basket size of every shopper is critical to profitability. To attract the price-wary omnishopper, you must create a seamless, consistent cross-channel experience. Engaging and retaining them is incredibly valuable, but it takes finesse to understand who they are and how they shop.
The CPG industry is evolving faster than ever. Nearly everything about the category has changed, including the way brands develop and bring products to market. Also, inflation puts pressure on marketing budgets, loyalty is weakening and younger consumers have higher expectations and tend to be skeptical of advertising efforts.
Best Buy is the first retailer to leverage a new demand-side platform from Criteo that lets brands and agencies purchase ads across retail media networks in self-serve fashion, while also using retailer’s first-party data to make programmatic buys on the open web as third-party cookies are being sunset.
Ad spend: should you really be thinking of cutting it in a recession (or near one)? Consider the contrarian route. Inflation is over 9% and consumer sentiment is falling for the first time since early 2020. Counterintuitively, these recessionary markers indicate it’s actually the perfect time for ecommerce companies to step up advertising.
A study sampling 5,000 DTC sellers in Q2 found ad spend on TikTok was up 53% from the previous quarter, as brands flock there based on lower costs relative to Facebook and Instagram, as well as the short-form video platform’s younger audience being their lifeblood for the future.
The world’s top brands have started investing in digital trade promotion and are eager to partner with merchants that can run hyper-personalized, data-based marketing campaigns to promote their products. Leveraging the right technology will be key in acting swiftly on this important trend.
For marketplaces that rely on ad revenues, it’s all about conversions. And if you can’t optimize search, listings, ads and promotions on your site, you don’t get conversions. This leads to desperate blasting and promotions that just drives drives users away and kills revenue. Here are 5 steps to help you avoid this dreaded ad death spiral.
Marketers are wondering what issues they should be considering as metaverse marketing becomes a must have. Five issues to keep top of mind: balancing branding and performance; campaign buying methodologies; developing new metrics; what customer data will look like; and how to build secure experiences.
Now that 3P cookie targeting is on its way out, thanks to Apple and Google sunsetting them in 2023, brands will need new targeting and measurement strategies. DTCs need to start now to put in places alternative forms of measurement in order to restore their advertising performance and attribution capabilities.