Vizio to Venture Surges: Walmart, Cookies, & More
Ad Tech Insights
ICYMI: Walmart & Vizio
The story: Ad tech news has been flooded with discussions on Walmart’s $2.3 billion acquisition of Vizio, a smart TV manufacturer turned advertising business. This move distinctly spotlights 沃尔玛 ’s growing emphasis on prioritizing its retail media business, Walmart Connect .
This acquisition (still pending regulatory approval) will allow Walmart to connect with shoppers through various media experiences, including TV and in-home entertainment. VIZIO , as a customer-centric entertainment giant with over 18 million active accounts, is anticipated to play a monumental role in Walmart’s latest CTV-centric strategy.?
The takeaway: The Walmart x Vizio acquisition underscores the significance of retail media and brings attention to the intersection of retail and entertainment. Topics like automatic content recognition (ACR) data are also at the forefront of Walmart’s Vizio acquisition, in addition to the potential Walmart has to “...strengthen its position as an adversary to Amazon, which is also competing in both the CTV and retail media arenas.”?
Investor's Choice: Where Ad Dollars Are Headed
The story: After experiencing a bit of a dip, investors are beginning their return to the ad tech industry. With a renewed interest in early-stage ventures and anticipated mergers for late 2024, on top of ever-increasing buzz around AI and CTV sectors, signs point to more investment in ad tech funding, including:?
The takeaway: Investors’ increasing interest, particularly in AI and CTV, will be notable for marketers in the coming years. SME marketers looking for innovative solutions or ways to address industry-wide challenges, like cookie depreciation, may consider pivoting toward these newer areas of interest in the ad tech space.?
When are cookies going away?
The story: Google's plan to phase out third-party cookies in Chrome by the end of 2024 encounters skepticism due to worries about the functionality and potential anti-competitive impact of Google's Privacy Sandbox. The Competitions and Markets Authority (CMA) expressed these doubts in a quarterly update, outlining 39 significant regulatory concerns. Google must address these concerns before moving forward with third-party cookie deprecation, potentially delaying the timeline to early 2025.
The takeaway:?According to Digiday + Research, 56% of surveyed marketing professionals anticipate Google removing third-party cookies before the end of 2024, while 37% expect it in the first quarter of 2025. Regardless of the timeline, cookie deprecation is coming and marketers should be aware of the uncertainty surrounding Google’s plan to eliminate third-party cookies in Chrome.?
Kevel Catch-Up
领英推荐
LIVE: Kevel x eMarketing Association?
eMarketing Association ’s Kevin Lee interviews Kevel Founder & CEO James Avery on programmatic advertising for retail media. Kevin and James discuss the emergence of retail media as a powerful advertising channel for retailers and chat about how retailers can make the most of it.?
Watch the full interview here (27:04).?
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Episode 13 of the AdTechGod(?) Pod features IAB Tech Lab pro Anthony Katsur . Listen in to hear the latest on digital ad standards and practices, new tech, and global operations.?