The threat of Google’s crumbling third-party cookie led to a boom in the retail media network space as they were seen as a cookieless solution. However, after years of uncertainty, Google had a change of heart, and decided to keep cookies in Chrome after all leaving users to decide if they want to be tracked. Even with cookies seemingly back on the table, retail media’s growth spurt won’t slow any time soon, according to three agency execs who say RMNs are still worth the investment.
Marketers’ push for first-party data is expected to continue, they said. Especially given there’s still uncertainty around how many users will enable cookie tracking versus killing them off. As long as retailers are hawking their wares, advertisers are buying.
“Does it take a little bit of the pressure off [to find alternative identifiers]? Sure,” said Jennifer Kohl, chief media officer at VML ad agency. But, she added, “We have to keep waiting because you never know when Google is going to issue another statement that might be, maybe not a complete 360, but a little left turn.”
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