Next comes news that advertisers will be able to connect Epsilon’s individual-level CORE ID with LiveRamp’s RampID. The integration will expand the reach available to advertisers because CORE ID tracks identifiers that RampID does not. It’s all based on first-party data without third-party cookies or mobile device identifiers.
Let’s journey down the ad measurement rabbit hole today, Dear Reader. First stop is a new partnership that will apply TransUnion’s multi-touch attribution solution to TikTok campaigns. Measurement is at the campaign level although the underlying analysis looks at individual behaviors. It’s part of TikTok’s on-going effort to increase its appeal to advertisers.
Finally, we’ll note that Nielsen has backed down on its plan to include Amazon data in its Thursday Night Football audience measurements, at least for purposes of ad billing. This particular tale has more twists than an arthritic rattlesnake; I’m only mentioning it here since our last report said Nielsen was steaming ahead and we want to keep the record straight.
Traffic to ecommerce websites fell 1% year-on-year while ecommerce app sessions rose 13%, according to Constructor and Shopify. 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.