Media Briefing[Japanese version]: ☕️ What will happen to display advertising, retail media, and streaming as cookies end 🤔 | Digiday[Japanese version]

The disappearance of cookies is limited to the Chrome browser, and Google is not the culprit behind everything that is happening in the digital world right now.

But it's also true that cookie extinction is like a pebble thrown into a pond, ripples across the water's surface, reaching farther shores than we might imagine. In that sense, the entity that threw the stone may also have some “responsibility.''

In this Media Briefing[Japanese version]we will analyze the situation in “display advertising,'' “retail media,'' and “streaming,'' which have caused such ripples.

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Targeting and measurement will collapse, but display ad spending will remain largely unchanged.

As we've said repeatedly, cookie loss is wreaking havoc on tracking, targeting, and measurement. Does this mean that investment in display advertising, which will be directly affected by this, is on the decline? The answer is “NO.” Is it surprising?

According to a Digiday survey, out of six agency officials,Only one person said their display ad spend has decreased significantly.was.After all, then and nowDisplay advertising is a cheap and efficient way to capture consumer attention.That's it.

Of course, advertisers and agencies alike are envisioning a world without cookies and moving to first-party data-driven strategies.Instead of filling the current customer journey with ineffective display ads,Sophisticated and advanced data linkageThis is the future of digital marketingbecomes.

However, trying to fill the gaping hole left by cookies with a collection of alternative data will not be easy.

Streaming wins with personal targeting

However, that doesn't mean display advertising is safe. Jose Villa, president of cultural marketing agency Sensis Agency, said:Even in the heyday of display advertising, it was never a great brand driver.“And it continues to deteriorate.”

As mentioned above, even if we evaluate performance in terms of performance, the lack of data in display advertising makes effective targeting difficult. Mr. Veeya said, “The era of display advertising is over. “For some advertisers, it may not be over now, but it will be over eventually.”

So where does the spending on display ads that has ended go? These are streaming video and audio ads. As video viewing shifts from terrestrial broadcasting to online distribution, advertising dollars are also moving to streaming platforms.

Thanks to technological advances, audience measurement and targeting are now possible even in streaming broadcasts.It has become. Moreover, as opposed to multiple display ads appearing on the same page at the same time, most streaming ads only appear one at a time.While Google loses in personal targeting, streaming is sure to winright.

Well, possible doesn't mean perfect.

Despite continued growth, is retail media consolidation imminent?

Let's go back to first-party data. The abolition of cookies was originally supposed to improve digital fairness and transparency, and protect consumers. However, in the end, this has led to data hoarding by major platform companies.

There is no reason for platformers to share data. As a result of everyone working hard to develop data sources including first-party data,Explosive growth occurred in retail mediais.

In addition to Walmart and Amazon, the gas station chain Wawa, which has a passionate following in the United States, has recently begun offering its own RMN called Goose Media Network. It is said that advertisements can be displayed on videos distributed by refueling machines.

Will the continued increase in retail media or retail media networks (RMN) mean a diversification of options? When US Digiday spoke to multiple agency officials last November,The proliferation of RMNs is causing fragmentation in the advertising market, and companies are worrying about how to allocate their clients' advertising costs.That's what it means.

For the time being, retail media will continue to grow and expand, and will continue to increase. Digiday's scenario is that the need for standardization and long-term, complete support will eventually lead to gradual consolidation.

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