Where @Google’s 4Q ad revenue grew by only a little more than 6%, and @Meta’s sales declined by more than 1%, @Walmart Connect’s ad sales increased by 41%.
This is a powerful reminder that the signal loss brought upon by Apple’s privacy measures as well as by the @EU’s #GDPR have made #retailmedia, with its naturally better targeting data, the number one beneficiary of such steps.
And small wonder. Brands reap immediate rewards from shifting budgets into retail media networks and can precisely measure the outcomes.
On the other hand, using first-party data via customer data platforms (CDPs) and clean rooms is not trivial (and there are still echos of old fears of leaking first-party data in the process). Likewise, engaging with the zoo of signal-loss workarounds (from single sign-on networks to cohort targeting to digital fingerprinting) is not easy, either. And even when one does, one will likely be unable to make up for the signal loss suffered at the hands of Apple.
If you are a brand that has yet not stuck their toe into the waters of retail media, now is the time.
Walmart Ad Revenue Grew 30% To $2.7 Billion in 2022, And Is Buoying Its Profit Margin | AdExchanger
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