Cookie Bites #108 - How Uber Is Driving Dollars, Google's Cookie Impact on Retail media, and Walmart's Dominance with 11 Billion Impressions

Industry Insights

Google’s Third-Party Cookie Reversal and Its Impact on Retail Media Growth

Google's recent decision to keep third-party cookies in Chrome has left the digital ad world buzzing. But what does this mean for retail media networks (RMNs)? Despite the shift, RMNs are not slowing down—in fact, they’re expected to continue their meteoric rise, with global spending projected to exceed $150 billion by the end of the year.

Here’s why RMNs remain rock-solid:

• First-Party Data Power: RMNs like Sam's Club MAP are leveraging their rich first-party data to offer marketers real-time insights into customer shopping habits, making them indispensable even as the cookie crumbles.
• Strategic Consistency: While Google's decision might shake up other sectors, RMNs are sticking to their game plan. By focusing on first-party data, they ensure that their value proposition stays strong, offering precise targeting and impactful advertising.
• Future-Proofing: As the industry continues to adapt, RMNs are well-positioned to thrive, providing advertisers with the tools they need to navigate this evolving landscape.

Therefore, one thing is clear: retail media networks have solidified their position as essential players in the advertising ecosystem. By leveraging first-party data and maintaining strategic consistency, they offer a path forward in a landscape increasingly defined by privacy concerns and evolving consumer behaviors. As Google’s cookie policies continue to evolve, RMNs will likely play an even more critical role in helping brands connect with their audiences effectively.

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What's the latest?

• Uber's advertising business has rapidly evolved in the two years since its inception and is now poised to reach over $1B in ad revenue this year. The ad business consists of three key segments: rider app ads, grocery ads, and Uber Eats restaurant and CPG ads-- a model which Danilo Tauro, PhD, the newly appointed Uber Eats Advertising Lead, and former Amazon Advertising and Procter & Gamble exec, highlights for its dynamic and full-funnel capabilities.
• Lowe’s is rebranding its retail media network, as they aim to expand their advertising offerings and capture a larger share of the growing $45 billion retail media market.
• Walmart continues to dominate the retail media landscape, boasting over 11 billion ad impressions in Q1 2024, followed by Target and Chewy. Retail media continues to provide opportunities for advertisers – more than 10 retailers surpassed the one billion impression mark in the quarter.

Topsort Story

Dive into Umer Paracha's latest article to uncover 3 key lessons retail media networks borrowed from traditional advertising. From precision targeting to smart measurement, these insights are shaping the future of retail media.

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