Amazon has a larger advertising business than YouTube
- Amazon’s ad business generated more annual revenues than the company’s physical stores ($17.08 billion) and roughly the same amount as Amazon Prime and its other subscription services ($31.77 billion). Amazon announced last week that it is increasing the cost of Prime to $139.
Amazon’s ad business is poised for growth, since the company’s offerings enable marketers to reach huge groups of in-market shoppers with high purchase intent, making it extremely important for brands to defend their search position, much as they do on Google. Amazon’s first-party data on consumer shopping and purchase habits offer it an advantage over the more general online behavioural data that Facebook and Google provide.
- Read the full article from eMarketer
Meta assures advertisers it has limited underreporting of iOS conversions to 8%
- Meta claims to now undercount web conversions on iOS by around 8%, having said last year that Apple’s tracking changes would mean its measurements were off by 15%.
Back in September, Meta noted that the lack of ability to target audiences as effectively as before would both lead to underreporting and increase the cost of any outcome-based campaigns. Meta narrowed that underreporting estimate to around 8% as a result of fine-tuning its measurement and analytics capabilities. This effectively means Meta can still measure conversions with a decent degree of accuracy on platforms that it does not own and operate.
- Read the full article from The Drum
WPP gains early access to Instacart ad products in latest retail media bet
- Through the deal, WPP serves as Instacart's first Analytics API partner with the ability to utilize special analytics and data integration tools, including basket analysis and insights around lifetime brand value. Additionally, clients will receive custom measurement and management indices to run more efficient campaigns.
Retail media has benefited immensely from the pandemic as consumers rush to adopt e-commerce in greater numbers. Leveraging in-store and online shopper data for advertising purposes can be a powerful tool, and one that's grown more appealing as mainstay third-party targeting methods like cookies are deprecated, leaving CPGs that don't own the point of sale in a bind. Linking with WPP potentially provides Instacart a more direct pipeline to massive CPG clients that are shifting more of their dollars online.
- Read the full article from Marketing Dive