Here is how to win in the post-cookie era

Overview:

·????? Use first-party data.?

·????? Target shoppers precisely.?

·????? Leverage rich first-party data.?

·????? Track performance and measure results.

Continuing our exploration of Retail Media Networks, we delve into the practical strategies that fuel their success and peer into the crystal ball to forecast the trajectory of this digital marketing powerhouse.

Almost every major retailer has a retail media program at this point with more than 50+ RMN launches in the US over the past decade. 亚马逊 Advertising is leading the pack as you consider the scale of first-party consumer data - coming out of the gate in 2012 and continuing to be a dominant force with an estimated 213MM+ average monthly unique visitors. The popularity of RMNs continues to grow based on the ability to align with shopping environments, consumer mindset, rich first-party data enabling more effective targeting, personalization, optimization, and measurable results – tangible proof in performance. The first-party data aspect is appealing on its own as you consider the ability to target new audience segments and create more personalized, data-targeted advertising campaigns, resulting in higher engagement and overall conversion- but even more so when you consider that cookies will eventually be phased out. As of 2021, 55% of brands report using 3+ Retail Media Networks, according to The Trade Desk . And Retail Media Networks are not just for CPG brands. A 2022 McKinsey survey reported that over 75% of non-CPG advertisers planned to increase their spending in Retail Media Networks in 2023.

As we stand on the brink of a new era in digital marketing, one devoid of cookies and rich with first-party data, the strategic importance of Retail Media Networks has never been clearer. Their integration into the very fabric of consumer shopping journeys suggests a future where RMNs could become the norm for digital marketing success. Look forward to our continued coverage as these networks redefine the advertising landscape.