Twenty-seven billion dollars will be spent in 2024 on data, data services and infrastructure in support of some $270 billion in U.S. media buying across data-driven channels according to a white paper from strategic consultancy Winterberry Group. This spend is set to surpass $33 billion by 2027. Also foreseen, the evolution of CDPs from “systems of record” to unified intelligence and data management platforms.
Daasity, an analytics and data platform for consumer brands with omnichannel digital strategies, has announced the acquisition of Red Fox Analytics, a platform focused on retail CPG. As a combined digital and retail analytics platform, it will expand the range of sources of data brands can access in one place. The move seeks to break down ecommerce and retail data silos.
Despite an apparent consensus that “Made for Advertising” sites provide a poor user experience and are damaging to the reputation of digital (and especially programmatic) advertising, Amazon and other major DSPs are still serving ads on MFA sites according to research by Adalytics. Supply sources are still full of “garbage inventory.” The ANA recommends advertisers become more active stewards of their media investments.
Traffic to ecommerce websites fell 1% year-on-year while ecommerce app sessions rose 13%, according to Similarweb. Shopper experience still needs improvement: 41% of shoppers feel like strangers to their favorite retailers and only 20% see frequent personalization. Convenience is king: 55% say they’d pay more to find the right item without scrolling through several pages of results.