Great article from Chris Ciompi! #RetailMediaNetworks are potentially the big winner in the death of the cookie. There are several tailwinds for retailers who already have a ton of zero and first-party data. The margins on ads placed on owned content are ~30 points higher than on third party sites. Moreover, they are well positioned to be a valuable source of second-party data. The best way to capitalize on this is to increase traffic on owned destinations online and in-store (for example with our Next Best Basket personalized flyer). However, I think we will also see an expansion of partnerships between retailers and other sites as they work through identity resolution without cookies.
A new cookie-less era is on the horizon, and marketers need to be ready. Lippincott Senior Partner Chris Ciompi lays out five tangible steps to ensure your company succeeds in this post-cookie world. For retailers in particular, leveraging first-party data and owning in-house personalization capabilities (like OW's Next Best Basket) will be key ingredients for success