The amount of change and number of challenges that marketers faced in 2024 was head-spinning. From uncertainty about third-party identifiers to the chaos of ever-changing privacy rules, brands, agencies, and technology partners like Amazon have had to rethink, adapt, and innovate to reach audiences wherever they are - and now, they are everywhere. Not only has the consumer path-to-purchase expanded - most people use at least 20 touchpoints before making a decision - but their attention spans have shrunk.
It's becoming more difficult to understand the impact of advertising dollars across channels and devices. To solve this challenge, marketers who leverage unique customer signals to reach their most relevant audiences at scale can significantly impact campaign outcomes. However, deploying a full-funnel strategy incorporating both has been a challenge.
For ad tech providers like Amazon DSP, it means looking hard at what it takes to deliver a true full-funnel approach. This includes listening carefully to agency and brand partners to understand what is needed to facilitate this and adapting to meet modern challenges head-on while preparing for what's around the corner in the ever-changing advertising landscape.
To deliver on marketers' needs, ad tech providers need to offer access to premium ad inventory signals in a way that's easily accessible. For example, all brands can tap into all the unique shopper signals, regardless of their presence on Amazon.com.
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