Discounts are becoming ever more important in the digital commerce space and Amazon has responded by enabling the creation of percentage or flat-rate discount coupons for tailored audiences. Brands will be able to target repeat customers, high-spend customers, recent customers or cart-abandoners. Additional audiences, such as promising customers and at-risk customers will be available in the U.S. only.
Bloomberg reports that the ad cost per impression on Meta-owned Facebook and Instagram has doubled or tripled in recent weeks. Meta said: “Our ads system is working as expected for the vast majority of advertisers.” Both statements could be true.
Google has been reminding users that it will turn off all Universal Analytics services and APIs on July 1, 2024. Data not retrieved before that date will be deleted and not recoverable. Consider it a none-too-subtle reminder of how central Google is to the internet ecosystem.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.