Advertisers are looking for more of a full-funnel approach, from end to end, working with a smaller set of DSP partners, thinking about a way to connect all the touchpoints and to be more personal, to tailor that message. The paths all need to unite to be able to have the right data, the right touchpoints, the right customer journey.
I think it's a realistic challenge we should be thinking about now. The industry is changing so rapidly. We went back and forth for years over the potential deprecation of cookies; we have to have Google in our sights in terms of what could continue to change.
At Criteo, we're constantly thinking about how this world is continuing to evolve and how to anticipate that. It's better to prepare. Retailers need to think about how to ensure they are getting the eyeballs they need and the conversions they need.
These changes create a unique opportunity for retailers to foster a more competitive, open web environment. If a sale happens, Chrome would likely continue under new ownership. Any issues it faces would help Firefox, Microsoft Edge or Safari.
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