As marketers continue preparations for Google to finally sunset the third-party cookie altogether in Chrome, first-party data becomes that much more important. While major marketers have been testing alternatives, they’ve also been bolstering their first-party data strategies.
That makes the pitch for retailers, who are in an arms race of sorts with retailers beefing up capabilities to shore up as many advertisers — both endemic and non-endemic — as possible to spend on their retail media networks, even more palatable. Marketers who weren’t as keen to spend on retail media networks are being won over by retail media networks’ first-party data pitch. While Amazon is an obvious leader when it comes to retail media, the behemoth isn’t the only one recognizing the opportunity now.
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The original post is at Marketing Archives – Digiday
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