Reimagining Retail Media: Metrics & More

Ad Tech Insights

Marketers' Measurement Mayhem

The story: Marketers are increasingly recognizing that as third-party cookies phase out, the challenge of measurement - not just targeting - is emerging as their biggest challenge. In response, marketers are exploring alternatives, like using IP addresses, fingerprinting, and Google’s consent mode. However, amidst considerable uncertainty, these patchwork approaches still leave marketers hoping for a unified solution among open web players.?

The takeaway: Understanding the implications of reduced cookie dependency is crucial for marketers to effectively adapt to reduced cookie dependency. Marketers will need to invest in finding the solutions that work for them to thrive in an industry that lacks a singular source of truth in metrics.?

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Extra Industry Insights

• The EU's A.I. Act was recently negotiated, marking one of the world's first comprehensive AI governance efforts.
• Non-Amazon retail advertising spend is growing as marketing agencies like Tinuiti are increasingly choosing to diversify their retail media ad spend. 沃尔玛 , specifically, appears to be driving much of this growth, with 塔吉特百货 not far behind.?
• Digiday 's conversations with ad tech executives reveal a costly $6.5M price tag when it comes to developing tech for Google's cookie alternatives -- and that's just accounting for the engineering effort.?

Kevel Catch-Up

LIVE: Kevel x MadTech Podcast

This ExchangeWire MadTech Podcast special features Ciarán O'Kane and Kevel CEO & Founder James Avery , as they discuss the retail media ecosystem. Listen in as these industry leaders chat all things retail media, from the growth of RMNs to supply-side opportunities in the ad tech landscape, and more.?

Listen to the full podcast special here (35:38).?

Keep Learning

READ

家得宝 believes its specialty status will help it stand out despite competition for retail media ad dollars. Check out Digiday 's full coverage with this 4-minute read.?

WATCH

The latest episode of the ADOTAT Show, with host Pesach Lattin ?? , spills on all things retail media and measurement standards. This panel features industry experts, including Kevel's CEO & Founder, James Avery .?

LISTEN

Episode 62 of the Marketecture Media Podcast features an in-depth interview with Joe Zappa , and his take on why ad tech marketing sucks - and what your CEO should do about it.?