Omnicom's new partnership with Amazon Ads expands access to five years of search data, enabling better understanding of consumer behavior and strategies for brands.
Megan Pagliuca stated that the newly enhanced capability empowers their operations within Amazon sponsored ads, reaffirming the importance of scale in a biddable market.
Patrick Miller highlighted that since Covid, Amazon's importance has surged for brands, showing that 70% of customers continuously purchased from a single CPG on Amazon.
Miller also noted that consumer habits have shifted significantly as e-commerce use increased, affecting purchasing patterns heavily across various categories.
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