蘑菇AV

Competitors like Amazon and The Trade Desk have their own post-cookie solutions in the works鈥擜mazon鈥檚 is in development, while The Trade Desk鈥檚 Unified ID 2.0 has a number of major ad partners. Our take: Criteo layoffs are a worrying sign for the ad industry鈥檚 pivot to post-cookie solutions.

The Trade Desk is building a post-cookie solution called Unified ID 2.0 which, like Privacy Sandbox, is gaining support among major brands.

Ad cost inflation is also top of mind for advertisers: Competitor The Trade Desk plans to bid below pricing floors to remedy what it calls a lack of standards in ad pricing. Our take: The DOJ鈥檚 suit may be against Google, but it could also open the door for broader antitrust challenges against other internet giants that regulators like the FTC have struggled to maintain.

To capitalize on retail media鈥檚 surge in popularity, Dollar General made some big investments in DGMN last year, including through partnerships with The Trade Desk, LiveRamp, Google Ad Manager, and Goodway Group. It also brought on board new advertising partners including Unilever, General Mills, Colgate-Palmolive, and The Hershey Co. And additional investments may be on the way, according to Owen.

Its partnership with The Trade Desk has accelerated Walmart鈥檚 shift into upper-funnel ads using a proven DSP. Walmart鈥檚 offline sales data footprint could substantially change the ROAS equation, while its huge store footprint and hundreds of millions of monthly shoppers could prove that the store is the next major media channel for brands.

The argument: As the off-site era of retail media ad spending matures, driven by aggregators like Criteo, The Trade Desk, Skai, and Pacvue, the influx of ad dollars is inhibiting incentive for standardization, argued Willens. 鈥淭hey've got at least a year before the pressure to get to a standard rises up,鈥� he said.

Data-rich companies include retailers (like Walmart), payment companies (like JPMorgan Chase), and media-buying platforms (like The Trade Desk). Data-poor companies need to partner with data-rich companies. Some 49% of advertisers worldwide believe using their own first-party data is the most promising solution post-cookies, according to DoubleVerify.

For example, last fall the company partnered with demand-side platform (DSP) The Trade Desk, and it plans to partner with other DSPs, Pratt said. 鈥淲e鈥檙e going to create the opportunity for brands to tap into our audience and transact in their preferred DSP,鈥� she said. Pratt said the company is also testing new ways to segment audiences.

Demographic targeting can result in ads reaching people who are not potential buyers, like a diaper brand advertising to consumers ages 18 to 49, rather than to people who have purchased diapers or maternity clothes, or who have joined a baby shower registry, said Ellen Mulryan, senior director of retail media partnerships at The Trade Desk.

By combining their data, the two companies are enabling brands to purchase CTV advertising directly from within The Trade Desk and measure the ROI from their ad buys. Why it matters: The AI opportunities.

Although there are more than 150 retail media networks, most US advertisers (57%) say they鈥檙e only willing to work with a maximum of four retail data partners, according to a May 2023 survey from The Trade Desk Intelligence. What鈥檚 against it:.

Walmart鈥檚 partnerships with The Trade Desk and Paramount+ promise data-powered connected TV (CTV) inventory. Brands are gaining access to display, video, and CTV inventory. And the Paramount+ deal may signal a deeper partnership to extend Walmart鈥檚 footprint to more screens. Kroger鈥檚 Roku partnership proves the power of closed-loop attribution for TV ads.

The Trade Desk claims its universal IDs have a near 100% match rate, so the pairing between user interests and ads is highly accurate. And since partners across the supply chain are working with the same set of data, universal IDs create a more e铿僣ient process. Because consumers must opt in to universal IDs, it will be hard for the solution to reach the ubiquity that cookies had.

So Suzy, your prediction is that a third party, like The Trade Desk or like Criteo, will buy a tiny retailer's media network and own it, take ownership of it. Suzy Davidkhanian:. Yeah, and maybe they'll just reuse the data or maybe they'll close it but then reuse those resources.

The blow to Privacy Sandbox鈥檚 position could allow competitors like The Trade Desk and Amazon to come to market with post-cookie solutions sooner, diluting Google鈥檚 market share as it adapts to regulatory concerns.

Macy鈥檚 recently partnered with The Trade Desk to widen the reach of Macy鈥檚 Media Network, soon after it launched its third-party marketplace. Now, advertisers will be able to use customer data from Macy鈥檚 and Bloomingdale鈥檚 to run a wider range of display, CTV, and audio ads via the ad tech vendor鈥檚 platform. Marketplaces will need to respond to evolving consumer behaviors to stay front and center.

D2C brands can use demand-side platforms (DSPs) like Amazon DSP and The Trade Desk for this purpose. These offerings help D2C brands efficiently reach valuable audiences鈥攊ncluding existing brand and category buyers鈥攁nd can grow brand awareness and measure attribution simultaneously. Streaming TV is a pricier but effective means of growing brand sales.

Thanks partly to changes made by large demand-side platforms (DSPs) such as The Trade Desk, there is now an economic disincentive to flood the open market with multiple offers of the same inventory. Consequently, many publishers have spent the year at least experimenting with shutting down resellers.

Roku soars ahead in Q2: The platform is second only to Hulu and YouTube in CTV ad spending. Its earnings revealed interesting findings about viewing habits.

So are you saying that there's a methodology that applies not just to Amazon but also to TikTok and the trade desk and that? Is that what you're. Suzy Davidkhanian (10:59):. Asking for? Yeah, it should be. If you're measuring the success of your ad dollar, it should be regardless of the type of channel or platform you use so that you can measure apples to apples. Max Willens (11:10):. I see.

Sales deals were made with ad tech partners including The Trade Desk, MediaMath, Adobe, Magnite, and FreeWheel. Corus has also partnered with Pluto TV for its upcoming launch in Canada on December 1 this year. Over 100 linear channels and more than 20,000 hours of content will be available at launch. Corus鈥� sales teams will sell ads for Pluto TV鈥檚 AVOD offerings in the Canadian market.

Company-led solutions include The Trade Desk鈥檚 Unified ID 2.0, LiveRamp鈥檚 Ramp ID, and ID5鈥檚 Universal ID, and industry initiatives include Advertising ID Consortium and the Secure Web Addressability Network. First-party data. Apple鈥檚 privacy reset and Google鈥檚 ID deprecation plans highlight the importance of first-party data.

But I think what's going to really have a really powerful effect on not just the retail media ecosystem, but just the US consumer experience of shopping online is going to be determined in large part by aggregators like CitrusAd, like a Criteo, like potentially Shopify or The Trade Desk, because they will have an outsized impact on what's searching and what shopping looks like on online for the foreseeable