The Inside Scoop From CES 2025

This month’s edition features key takeaways from CES by our CEO, Diaz Nesamoney. Also included is the latest upgrade to our commerce media creative management platform, Jivox IQ DaVinci+ which makes launching campaigns across multiple retail media networks easier than ever.?

?? DIAZ'S TOP RETAIL MEDIA TAKEAWAYS FROM CES

CES this year was the scene of a few big changes in the retail media landscape. Below are our CEO, Diaz Nesamoney’s key takeaways from the C Space media and advertising sub-event of CES.

• New Entrants Will Spur Commerce Media Growth?

The "space" at C Space at the ARIA was dominated by Amazon Ads and T-Mobile Advertising Solutions.

This was an interesting juxtaposition of "retail media" (from Amazon Ads) taking the second floor and "commerce media" from (T-Mobile Advertising Solutions) on the first, illustrating that Commerce Media is going to see some unusual entrants who stand to benefit significantly by betting on the market.

Watch out for PayPal ads, Shopify and other such entrants as they expand their offerings.?

• Amazon’s Retail Ad Service Will Appeal To Non-US Markets

The BIG news was the announcement by Amazon Ads about providing their sponsored listing product tech to other retailers. While it makes everyone wonder why retailers who compete with Amazon would use Amazon Ads technology, keep in mind that many DTC eCommerce brands and smaller retailers lack the technology to build retail media offerings.

The idea of an AWS-like offering for retail media tech could be appealing especially in markets outside the US.

It remains to be seen if Amazon can get those retailers to trust them to keep their retail and ad tech businesses separate. It does take direct aim at Criteo and others offering such sponsored listing ads capabilities to retailers?

• Media Buyers Can Now Target Customers Of Competing Brands?

Omnicom which made a big leap into Retail Media by acquiring Flywheel recently, announced a "first access" deal with Amazon Ads. This expands the "look back window" for Amazon marketing cloud-based purchase data from 13 months to 60 months for Flywheel customers.

This is a big deal for media buyers as they can more precisely target consumers who are loyal to competing brands.?

• Shoppable TV Ads Continue To Get More Innovative

LG announced more shoppable TV features by partnering with TheTake to show off "Click to search." This allows users to point to an item on TV and use AI to identify and shop for it. Not to be outdone, Samsung, also interestingly with TheTake, announced Shoppable TV ads.

?? NEW LAUNCH

End-to-end Campaign Management With Jivox IQ DaVinci+

At CES, we at Jivox announced IQ DaVinci+, a significant update to our commerce media campaign management format. It comes with full integration with Amazon Ads APIs, allowing ad-buying teams to run display and video ads on multiple retailers. It also uses the advertiser's audience data and conforms to retailer formats and specs.

This dovetails nicely with Amazon’s Retail Ad Service announcement as Jivox IQ DaVinci+ complements Amazon Ads offering by going beyond sponsored listing ads to include display and video.

Learn more about Jivox IQ DaVinci+ here.

? QUICK HIGHLIGHTS BEFORE YOU GO...

• The Path to Purchase Institute recently revealed the Omnichannel Landscape that breaks down the various retailer media networks and their related partners in the market. Our favourite bits about this chart? The cool, interactive features and the helpful bite-sized definitions of different solution categories.?

• Speaking of definitions, have you checked out our Commerce Media Marketing Glossary yet? In an industry that seems to be evolving at the speed of light, this handy, bookmarkable reference guide can help you stay current with the latest commerce media lingo.

What are some of the trends you're seeing in commerce media? Let us know in the comments below.

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