Media Briefing[Japanese version]: 🖥Exploring post-Google in digital advertising. The next “winner” starts with A…? 💰
Who will benefit from the elimination of third-party cookies?
In a cookieless world where first-party data becomes increasingly important, companies with large amounts of login data will definitely have an advantage. So maybe Google is trying to establish a new dominance in Chrome-dependent digital advertising with a wealth of tools, including a privacy sandbox, that will eventually bring the boomerang back to its hands? however,The future is troubledis.
On the other hand, there are “candidates” who will win. A company that has a large number of logged-in users on its own e-commerce platform and video distribution service, and also has infrastructure and clean room capabilities essential for an ID system. Yes, it's Amazon.
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Can Amazon become the next “ruler” of the open web without third-party cookies?
Amazon is clearly preparing for a world without cookies. For example, in the company's recent advertising business materials, it describes “as an audience measurement tool that does not rely on cookies.''Amazon Audience“or”Modeled Conversions” functions are lined up. It is wise to emphasize measurement.Check whether the ads you placed are achieving the expected results.If you can't verify it, there's no point in targeting it..
Additionally, Amazon has been working on developing a unique identifier called ID++ for the past three years. Similar to Google's Publisher-Preferred Identifier (PPID) or Encrypted Signal, it would allow publishers to work with data partners without revealing the identity or characteristics of their audience. If Amazon can fully deploy this ID, it will expand the available ad inventory to external sites,The company's externally distributed advertising may be significantly strengthened..
Amazon is also expanding its reach into contextual advertising. The idea seems to be to connect the dots and draw a complete picture by leveraging first-party contextual data from publishers and transactional data owned by retailers.
But let's be honest: Measuring tools, contextual targeting, and identifiers alone may not be enough to gain a solid foothold in a world without cookies. Anyway,Google and Meta are doing the same thing.Because of that.
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Will retail media become hegemonic post-Google?
So, what if we focus on the retail media aspect? In proportion to the cookieless movement, first-party data is attracting a lot of attention. First-party data is diverse, butFirst-party data from retailers is particularly bright.is.
Marketers who were reluctant to spend on retail media networks are now turning to retailers' first-party data strengths. Amazon is the overwhelming leader in the field of retail media, but it is not the only company that recognizes its value. In the United States, for example, many retailers offer network retail media, from retail chains like The Home Depot and Ulta to gas stations like Wawa (which also have convenience stores attached).
As cookies collapse, marketers focusing on retail media are focusing on the 75-year-oldTropicana spoke to Digidayconsumers are beginning to realize the importance of customer insights gained from retail media networks.
However, there are some conditions here as well. The fact is that the cookie ban is not “helping” advertisers increase their budgets for retail media networks.The rise of retail media and the collapse of cookies happen to be happening at the same time.(Obviously, the value of data is relatively high, regardless of the presence or absence of cookies.)
Jennifer Cole, chief media officer at VML, also points out that “the growth of all options, including retail media networks… cannot be said to be causally related to cookies.” “Our destination is where people's attention is…where we can get the reactions, engagement, and conversions we want.Only. So if it's on a retail media network, that's great. Even if it's programmatic or streaming, we're still following people's gaze.”
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