Meta and Amazon have quietly teamed up to enable Facebook and Instagram visitors to make Amazon purchases without leaving the social media apps. Meta has struggled with social shopping, so this is something of an “if you can’t beat ‘em, join ‘em” approach. Both parties also get more precious data tying together customer behavior and purchases.
Marketing measurement platform AppsFlyer has had a data clean room solution since 2021 and just last month converted it into the Privacy Cloud Marketplace by opening it to third-party services. The idea is to make it easier for AppsFlyer clients to share data with each other, platforms, partners, ad networks, and everyone else. They just bought analytics platform devtodev, in good part to serve as a test bed for fleshing out the Privacy Cloud Marketplace services.
This Acxiom report finds shoppable advertising is more widespread than you may realize: 45% of brands say they’ve used it with good results and 66% of consumers appreciate the convenience. The report also provides in-depth discussions of AI-based customer service, loyalty programs, sustainability, and predictive personalization. While 47% of consumers say they engage more with personalized offers, they strongly prefer that personalization to involve loyalty rewards (56%) than personalized support (35%) or products and services (31%).
Amazon would prefer that you buy everything through them, but if you insist on using another merchant, they’re still willing to handle the shipping and fulfillment. They’ve just made their Multi-Channel Fulfillment (MCF) service available to Walmart merchants and will soon add Shopify and Shein options. MCF clients place their inventory in Amazon-run warehouses, where Amazon will pick, pack, and shop customer orders.