Interactive Advertising Bureau

 

Environment impact , Carbon reduction, Social justice. Sustainability is a key topic moving into 2023! IAB Europe’s Sustainability Standards Committee needs your help to gain insight into the state of readiness and how far our industry has progressed on its journey toward the delivery of sustainable digital advertising.

This survey asks for the most important aspects of sustainability to your company, as well as your views on the industry as a whole. It takes just 10 minutes to complete and you can also enter for a chance to win a €100 prize

The deadline for this survey is Friday 23rd December.

Take the Survey today!

 

In this week’s member guest blog post we caught up with Maria Ramiro of Huawei Ads. Following on from our Virtual Programmatic Day where Maria sat on a panel of experts ‘Tackling 2023 – The Big Themes Coming Up’ we wanted to get  her indepth thoughts on the shape digital advertising will take in 2023.

The digital advertising sector, like virtually every other industry in Europe currently, is experiencing vast changes. From the deprecation of third-party cookies by some major browsers to the changes in consumer behaviour that characterize our post-pandemic world, advertisers and brands are being forced to adopt an agile, adaptable approach to reach their audiences.

I recently joined  the  Virtual Programmatic Day, an event hosted by the Interactive Advertising Bureau (IAB) Europe, sitting on a panel of experts in programmatic advertising. We discussed the past year, and shared our thoughts on the shape that we believe digital advertising will take in 2023.

We all agreed that 2022 had been a rollercoaster. Starting with optimism as workplaces re-opened, the preoccupation of advertisers then was about reaching consumers once again in an office environment. What became clear very quickly, however, was that the hybrid approach was here to stay and instead of reverting to using one or two devices, consumers could be found on multiple devices and in multiple places.

At Huawei we find that users are now are spread within smart scenarios not just on different devices but across multiple channels, too.  The user churn rate of a single platform is too high, and we know that users are more likely to buy a product if they have been impacted on several channels. We have adapted our offer to incorporate personalized ads not just on laptops or tablets but on smartwatches or audio devices, and within news feeds or on the Assistant or Search pages for example. This allows advertisers to reach users in micro-moments and reinforce their engagement during their daily digital life. 

Trends in measurement and personalization

The IAB panel acknowledged that the challenges of ‘cookie-less environments’ together with the current economic climate had caused advertisers uncertainty. What emerged over the past year, however, was greater focus on measurement and metrics, a trend they see extending into 2023. While one of my fellow panelists felt that there was no longer a single view of the customer, we all agreed that the way forward for brands was relevant, contextual ads that would automatically be more personalized.

Following a year of change in programmatic advertising, the panel felt there was more to come in the year ahead, but that brands were better prepared. One panel member pointed out that because of economic and technology flux brands had developed an appetite for a more holistic approach.

 From my own perspective, I believe we must move away from the notion of third-party data and get used to working with consent platforms that instead give us user aggregated data and offer more holistic options to advertisers and brands.

 An example of this is the HUAWEI Ads platform. It is now one of the main drivers of advertising client growth and will become more relevant to brands and advertisers in 2023. It is powered by both third party and first-party data that supports three forms of advertising (AppGallery, Display and Search Ads) and covers the entire Huawei user funnel.

 Huawei has increased the number of advertisers it is working with by nine times in the past two years because of the platform’s ability to deliver innovative ad experiences.  Users demand new experiences on the devices they are using every day in their digital lives, and this affects how advertising is received. We can offer image recognition that enables real-time item search and shopping; we use augmented and virtual reality together with Internet of Things hardware to devise new ways to display ads; and we even provide voice recognition and smart translations to improve online shopping experiences.

 Sustainability will drive change

In the new year Huawei advertising partners will benefit from the company’s ability to retain users through deep, multi-touchpoint interactions across all smart devices and localization services, but the company recognizes that sustainability, which was an area highlighted by the IAB panel, also matters greatly to its advertising partners.

 Huawei believes technology can contribute to a better, more sustainable world. We are facing changes on the supplier side (traffic side) to technologies such as header bidding, which reduces latency and improves the efficiency of platforms, websites, and apps. 5G will also improve data exchange and latency which again will improve sustainability. Moving forward, 5G will become essential to the value proposition and the sustainability credentials of any digital advertising platform. 

 Sustainability emerged as one of the priorities in an IAB poll which took place among the organization’s members following the panel session. When asked what the main priority for the programmatic industry would be in 2023, the option ‘solutions for third-party cookies’ was selected by 29% of the audience and ‘emerging channels’ by 20% but ‘sustainability’ was the choice for 13% of those that voted.     

 How to move the needle in 2023

As the IAB panel discussion found, there are many challenges for advertisers and brands when it comes to reaching and engaging with customers. Selling services and products online means competing not just with other brands in their own domestic markets, but internationally too and this has had an impact on the user acquisition cost. The preference for using multiple devices and channels is creating churn, which introduces problems with increasing user retention, and it is harder than ever to create long-term, successful partnerships.

For Huawei, these challenges are seen as an opportunity for innovation. The company is present in more than 170 countries, and it has efficient ways to reach users, particularly in Europe. HUAWEI Ads not only serves multiple devices and multiple channels as explained above, but it incorporates Huawei’s app store, AppGallery and the display network, plus Huawei’s own search engine Petal Search. By using the vast ecosystem behind the HUAWEI Ads platform and the support packages that Huawei puts in place, advertisers are reducing the loss of users by 10%.

By aggregating data from all the traffic that Huawei generates through its platform, its devices, and its IoT connected ecosystem, HUAWEI Ads is set up to deliver huge efficiencies and lower the cost of media buying for advertising partners in the year ahead. This is why from its launch outside China in 2020 more than 2000 advertisers in more than 200 different industries have joined the platform which has also attracted 360,000 publishers.

 Huawei set out to differentiate the HUAWEI Ads platform from others and the results it is achieving for advertisers speak volumes. In an uncertain world with economic challenges ahead in 2023, it looks set to be the partner of choice for advertisers and brands who want to reach a mass audience on whatever device they are using with the most relevant and personalized ad experience.

 

 

IAB Europe has been working with IAB Canada and IAB Techlab to build the Transparency and Consent Framework (TCF) for the Canadian ecosystem. The TCF is designed to unify data privacy laws across Europe, and is the only consent solution built for the industry by the industry. The newly launched TCF Canada will act as a roadmap for publishers, technology vendors, agencies, advertisers and digital marketers to ensure they are working under appropriate legal purposes for processing personal data in the Canadian market. Please refer to the below press release from IAB Canada for more information:

November 28, 2022, Toronto, Ontario Canada: IAB Canada, the national trade association and thought leader for the Canadian interactive marketing and advertising industry, in partnership with IAB Tech Lab and IAB Europe, today announced the launch of the Transparency and Consent Framework (TCF) for Canada. 

TCF Canada acts as a roadmap for publishers, technology vendors, agencies, advertisers and digital marketers to ensure they are working under appropriate legal purposes for processing personal data in the Canadian market.  

“As the industry moves towards privacy-first solutions to addressing audiences online, the launch of TCF Canada represents a major milestone for ad tech. Standardized definitions and reliable frameworks based on signals, help drive solid industry codes of conduct,” said Sonia Carreno, President, IAB Canada, “global collaboration with our members and peers over the past two years has resulted in a pressure-tested, scalable framework that meets the needs of the ecosystem today with an eye towards the future-state of advertising in a privacy-first world.” 

The TCF provides technical specifications and policy documents to help players in the digital marketing and advertising ecosystem clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to object and manage their consent preferences. It is a framework for publishers, technology vendors, agencies and advertisers to clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to withdraw their consent. 

TCF Canada is another critical piece in industry’s effort to increase consumer transparency and choice, management by digital properties of consent and compliance, and industry collaboration that centres on standardization. 

“Two years ago, IAB Tech Lab committed to delivering a platform for vendors and Consent Management Platforms (CMPs) to access cross-jurisdictional compliance signals in a standardized way. We delivered on that promise with the launch of the Global Privacy Platform (GPP) last month.” said Anthony Katsur, CEO IAB Tech Lab, “IAB Canada’s TCF string presents the first of many signals that will address the patchwork of privacy obligations across international markets.”  

Register today for TCF Canada 

All vendors and CMPs can now register to participate in TCF Canada at the updated registration site here. Registration for TCF Canada includes the opportunity to register for both TCF Canada and TCF V 2.0 (for GDPR compliance) Existing participants in IABs TCF V 2.0 (for GDPR compliance) can update their details to include TCF Canada registration. 

The registration process for vendors requires adherence to the TCF Policy and Terms & Conditions. 

Publishers can use the Global Vendor List (GVL) to view the vendors who are participating in the TCF Canada, and to determine which vendors to include in the transparency and consent user interface they make available on their website.

Appropriate time will be given for the Canadian market to adopt the framework providing publisher websites and Consent Management Platforms (CMPs) with an appropriate timeframe in which to adopt TCF Canada. While also providing the vendors they work with sufficient time to develop and implement the code needed to adhere to the protocol of TCF Canada. In Q1 of 2023 the compliance program will be put into operation and CMPs will be required to undergo and pass a CMP validation to ensure they are operating under the policies of the framework. Those who do not comply will be removed from the program. 

To find out more about TCF Canada or to register please visit our website and if you have any questions please reach out to tcfcanada@iabcanada.com

PRESS RELEASE 

 

 

 

Gabriele Vileikyte, Product Manager, Eskimi

Can you tell us what advertising within a gaming environment means and looks like?

In-game ads blend into the game environment so smoothly that they become a part of the game experience. For example, you can display ads on buildings or billboards. Because of that, in-game is compared with out-of-home advertising, but it happens in a digital world.

One of the main benefits of in-game advertising is that it can be non-intrusive, which results in a better user experience and brand perception.

How has the in-game advertising market developed over the past 12 months?

For the past 12 months, in-game has been dominating the advertising market. I would distinguish a few key moments that provide the vision for the future. 

At the beginning of the year, Sony announced plans to put ads in PlayStation games which shows that AAA games (high-budget, high-profile games that are typically produced and distributed by large, well-known publishers) shifted their focus to in-game advertising. 

IAB released in-game measurement guidelines which lay the foundation for in-game advertising unification. The year is also predicted to end with an alternative shift to how in-game performance should be measured, according to the recent Anzu and Lumen research

In summary, the in-game advertising market is growing exponentially. Additionally, actions are being taken to unify it and new points of view are being brought to light when it comes to performance. 

I’m really excited to see what the future holds.

How does in-game advertising deliver results for advertisers?

In the beginning, in-game advertising was fully focused on high viewability. However, as the market is growing, alternative proxy metrics are being brought to the table. For example, brand safety measurement through third-party platforms like MOAT and IAS which showed that in-game advertising IVT seeks 0.01%. Companies like Lumen show that in-game ads deliver 2 times higher attention rates than other digital channels. While we are seeing movement in app measurement space where in-game advertising attribution is tracked through a post-view model. 

From your perspective, what are the key opportunities of in-game advertising?

What we see from the market and advertising demand, the biggest opportunity of advertising in an in-game environment  is the ability to reach highly engaged users.

Players are a huge audience and it is also very diverse. Their lifestyle, communities, and interests are relevant to many advertisers. FMCG, telecoms, device manufacturers, retail, and fast food chains – all of them are tapping into in-game ads due to the audience they can reach.

It’s impossible to ignore the fact that users are getting frustrated about being bombarded with so many ads every day. That’s where in-game becomes a perfect alternative, being a non-intrusive way of advertising.

And what are the key challenges?

Even with the immense growth, in-game advertising is still a new digital channel. However, the market is demanding in-game to catch up with the advertising mediums everyone is already used to. 

Currently, in-game faces a few particular challenges. First, ads are not clickable, which raises concerns about how to track the performance and what is the long-term impact of in-game advertising. 

There are also still many myths about in-game advertising and the audience it can help to reach. Therefore, different parties have to invest time in educating the market. The in-game market is still fragmented and it requires clear buying guidelines. 

Finally, what do you think the market will look like in 12 months time?

The future is bright. I see many great initiatives and innovations being rolled out both from the supply and demand side. Additionally, in-game is getting noticed by IAB, which shows social credibility. The in-game advertising market is expected to grow at a compound annual growth rate of 16% between 2021 and 2025. So I would think twice if somebody is still skeptical about the in-game advertising future.

Eskimi have worked closely with IAB Europe to create a One Sheet for In-Game Advertising access the one sheet here. For more information about this advertising channel please see IAB Europe's Guide to In-Gaming here.  

 

 

 

On 9th November, IAB Europe hosted the H2 2022 Virtual Programmatic Day, and with almost 700 people in attendance, it was a huge success!

The Virtual Programmatic Day (VPD) brought together industry experts and thought leaders to explore the latest trends, drivers, and barriers impacting programmatic trading in Europe. From the latest attitudes to programmatic advertising stats and programmatic without cookies to diversity and inclusion and what to expect for 2023, our series of panel discussions and keynote presentations covered everything you need to know in programmatic today. 

In this post, you will find an overview of each of the sessions, as well as the video recordings for you to view in your own time. Enjoy!

 

Keynote: The European Programmatic Advertising Landscape & Attitudes Towards Programmatic Advertising

In this keynote presentation, Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee shared the latest insights on the development of programmatic in Europe and revealed the latest buy-side and sell-side drivers, barriers and strategies from the latest Attitudes to Programmatic Advertising Report.

Watch the session recording here

 

Panel Discussion with Audience Q&A: The European Programmatic Advertising Landscape

Following an overview of the key trends, drivers and challenges, this panel dove into the latest on the Programmatic Advertising landscape in Europe. The panel discussed how the industry is coming together to overcome the key barriers to investment and what the key opportunities are.

This panel was moderated by Nick Welch, Head of Programmatic, EMEA, IAS & Chair of IAB Europe’s Programmatic Trading Committee who was joined by:

Watch the session recording here

 

Panel Discussion with Audience Q&A: Programmatic Without Cookies

This panel dove into different stakeholders’ views on programmatic outcomes and the challenges faced with going into a cookieless world. It discussed the metrics that are being worked towards and how else we can educate on different metrics in our industry.

This panel was moderated by Travis Clinger, SVP, Addressability and Ecosystem, LiveRamp, who was joined by:

Watch the session recording here

 

Panel Discussion with Audience Q&A: Diversity & Inclusion: How can we help each other be more diverse and progress the conversation

This panel addressed how we can demand and drive more diversity and inclusion in the European digital advertising industry. It dove into how we are doing today and what we can do to support each other to continue to improve.

This panel was moderated by Maya Tank, Client Partner, DoubleVerify who was joined by:

Watch the session recording here

 

Panel Discussion with Audience Q&A – Tackling 2023 – The Big Themes Coming Up

This panel explored the big industry trends we need to be familiar with and the themes that we should be focusing on as we enter 2023 and beyond.

This panel was moderated by Andrew Hayward-Wright, Group Commercial Director Strategic Partnerships, SeenThis and Programmatic & Sustainability Advisor, IAB Europe who was joined by:

Watch the session recording here

 

What would you, our members, like to see more of from IAB Europe in 2023? More events, a focus on Sustainability, Retail Media or something else? This is your chance to have your say in our Annual 2022 Members Survey. We are inviting all of our members to give your valued feedback on the past year and help shape our 2023 plans. 

Take part here for your chance to win a 200 Amazon voucher

IAB Europe's strength comes from our members whether a National IAB or a corporate organisation. Your contribution to our activities and outputs helps us to deliver quality industry knowledge, events and training. We are always looking to enhance and improve our offering, so we want to know from you what we are excelling at and where we can do better for you and your organisation in the future. 

The deadline to complete this survey is Friday 2nd December, and it will take just 5 minutes to complete. Your valuable feedback will be used to help us deliver even better quality intel and help you increase productivity in 2023. 

One respondent will be randomly selected to win a €200 Amazon voucher. 

Take the survey today!

In this week's member guest blog post we caught up with Lisa Kalyuzhny, RVP, Advertiser Solutions, EMEA at PubMatic who takes a look at supply chain transparency and the key topic of sustainability.

Across the digital advertising industry, the conversation about sustainability is growing louder. The terms ‘carbon neutral’ and ‘net zero’ have made their way into our day-to-day vocabulary and as a result, we are more informed and better equipped to understand the steps we need to take to protect our planet. However, we’re still at the beginning of the quest to decarbonise the digital advertising industry and there is a lot of work to be done if we’re to reach net zero by 2030 as pledged by Ad Net Zero and its members.  

What are the biggest problems facing the industry today? 

Advertising has always been a blend of art and science, and sustainability is a redefinition of the science component of that equation. Sustainability is about creating a thriving economy and society for all, now and forever. Today, the digital advertising industry sits somewhat behind the curve and there is work to be done to ensure that advertising has a role in a net-zero society.  

When we hold a mirror up to the digital advertising industry what we see is complexity - a plethora of technology and data companies intertwined with each other, trying to best serve the needs of publishers and advertisers. This complex web of interoperability has also, in the past, suffered from a lack of transparency and brand safety issues. Solving these issues has largely been shouldered by publishers leaving a legacy of ‘responsibility’ for the state of the supply chain.  

Today, we need a mindset shift where there is a collective feeling of responsibility throughout the supply chain. We need all parties to work together to define how we can create new values and principles that best serve advertisers, publishers, consumers, and the environment. We need to learn from the past and ensure that no one party in the chain dictates the future and that there is a robust definition of what we’re trying to achieve; why we’re trying to achieve it; and most importantly, how we’re going to measure results consistently.  

Steps we can all take now to make advertising more sustainable 

First and foremost, we need to ensure we’re not wasting energy which is such a precious resource to society. There are simple rules that can be set such as not buying from one supply-side platform (SSP) via another that you already have a partnership with. This means that energy is not being wasted in an unnecessary hop in the supply chain thus making it more efficient both commercially and environmentally. Implementing changes like this that have a clear commercial and environmental benefit will accelerate the rate of change as there is clear value rather than altruism which is not a long-term solution.  

There is a real need for education and understanding across the industry both globally and on a local level in different countries to cater for market nuances and ensure that the best possible approaches are being taken based on individual market circumstances. This education process needs to extend beyond the digital advertising industry and include consumer-focused communications. We need to explain what the issues are, what they mean, what we’re doing, and show the results. This will help build consumer confidence in advertising as a force for good.  

The approach has to be systematic and pragmatic - like tidying a messy room. Optimise existing processes, scrutinise the path behind and ahead of you, and ensure that everything works in the most efficient way possible. Look at what you can do now, what you can do in six months' time, 12 months, 2 years, or even 5 years from now. Be realistic about what you can achieve and when and be transparent about it. No one is going to win in sustainability by covering up the truth or pretending to deliver change.  

What happens next? 

Cleaning up supply paths by reducing hops from advertiser to publisher, the removal of cookies, and responsible use of first-party data will help improve sustainability with near immediate impact. However, we also need to look to the future and what else we can do with a long-term lens. 

New companies are entering this space with new tools and solutions designed specifically with sustainability in mind. As industry leaders, we need to ensure that we’re collaborating with these new companies to ensure that best practices are verified commitments and not a race to the bottom or profit-driven. Collectively, we need to keep in mind that no one has a silver bullet which is why we need a common end goal that is robustly defined and well-understood. 

The digital advertising industry has been built on technology and more often than not technology companies have been the ones that have stepped up to solve the challenges marketers face. Sustainability is different. Any company that is creating emissions needs to be responsible for reducing them. Regulations similar to the Task Force on Climate-related Financial Disclosures (TCFD) designed to improve and increase reporting of climate-related financial information could well come into play in digital advertising and help guide the way forward.  

How to set up for success 

Each organisation will follow its own path towards a more sustainable future but there are some factors that will undoubtedly contribute to success regardless of the specific action plans laid out.  

Investing in grassroots and engaging people on a personal level through initiatives such as beach or river clean-ups, removing plastics from office kitchens, or providing training on how to improve personal sustainability will help to foster a culture of responsibility and consideration throughout your organisation. Empowering people to think about how they can contribute to a more sustainable future no matter what their job role or level is will create long-term action rather than a tick-box attitude or laser focus only on specific climate awareness days.  

Ultimately, the question we need to ask ourselves when it comes to thinking about the long-term is: “How do we make sure sustainability doesn’t become de-prioritised?” Two things are key here - 1) build sustainability and measurement into all business processes, and 2) hire people who care. Doing these two things will enable companies to deliver change both now and in the future. We’re only just getting started on our sustainability journey in digital advertising and there is a lot of hope and optimism that we need to nurture as we go through this radical transformation for good and work to become a net zero society.  

 

IAB Europe has not one but two new exciting working groups for you to join.

Check out the details below and sign up to participate today.

Sustainability Standards Committee

The committee will bring the industry together to create new standards for the delivery of digital advertising. These standards will help and direct all industry participants to reduce the amount of energy consumed and carbon emissions produced through their use of digital media.

Today, it’s estimated that the Internet’s overall environmental impact is around 2%-4% of global carbon emissions, with a typical ad campaign emitting around 5.4 tons of CO2. As the industry and wider society become increasingly aware of the climate crisis, and the impact that the internet and digital ads have on the environment, it has now become more important than ever to take responsibility and action.

To tackle these numbers, the committee will produce a ‘Green Media standard’ which is composed of practical and measurable steps that participants can implement to decarbonise their digital media.

For members wishing to join the committee please sign up here. Organisations wanting to be involved in the committee who are not yet members of IAB Europe, please contact - communication@iabeurope.eu

Retail Media Working Group

The Retail Media Working Group will bring together stakeholders from across this emerging new channel in order to enable collaborative conversations, provide education and insights and create recommendations to shape and define this new, exciting advertising space.

Retail Media in Europe is accelerating each year and is a key part of the media plan. In 2021 the market was worth €7.9 billion and this is expected to reach €25bn by 2026, representing a significant investment opportunity. Further, a recent buy-side survey on the Retail Media Opportunity in Europe shows that retail media is already a key part of the media plan; 92% of advertisers and 74% of agencies surveyed state that they are currently partnering with retailers to reach consumers.

The new working group is open to all IAB Europe members and will provide education on the retail media landscape, the benefits, use cases as well as insights and standards to enable the market to continue to grow.

For members wishing to join the working group please sign up here. Organisations wanting to be involved in the committee who are not yet members of IAB Europe, please contact communication@iabeurope.eu

 

In this week's Member Guest Post we hear from Chris Costello, Senior Director of Marketing Research at Skai. He dives into what difference was seen across the two Prime Days that took place in 2022 and what happens when it's no longer a "singular" event.

Amazon Prime Day has been an event that always attracts both shoppers and advertisers in large numbers for years. As a singular event, once a year, it typically yields advertiser spending at three to four times the daily average for the month running up to the two-day online sale.

So, what happens when it is no longer a “singular” event?

Prime Day Early Access 2022 results

In 2022, we had a second Prime Day event for the first time, spanning October 11 and 12. Sandwiched between the first Prime Day—maybe call it Prime Day Prime?—and the holiday season, the nominal goal of the new event is to help jumpstart holiday spending well in advance of Thanksgiving weekend. To some extent, that was what happened in 2020 when the initial event was pushed back because of the COVID-19 pandemic.

With marquee events on either side of the Amazon Prime Day Early Access Sale, as it was officially called, advertisers and consumers could be forgiven if they didn’t respond quite as strongly. Compared to the 4X increase in advertiser spending for the first Prime Day in July, compared to the previous 30 days, the October version only saw an average spending increase of 2.8X.

One constant across both the two events this year and the Prime Day event in 2021 is the premium on ad prices. The average cost per click (CPC) across the October Prime Day was up 56% compared to the average for the 30 days beforehand. By comparison, CPC increased 50% in July and 53% for the 2021 event in June.

 

This means that the spending difference resulted from a smaller increase in click volume this time around. While it would be easy to point at the macroeconomic environment, it should also be noted that consumers do not have an inexhaustible supply of dollars to spend even in the best of economies, so competing with a similar event just three months ago was always going to be a very high bar to clear. Overall volumes, whether spending, clicks or sales revenue, were down compared to that event by 30-50% depending on the metric.

When we look at ad-driven sales revenue–how much Prime Day advertisers made in product sales–the increase over the previous 30 days was 2.9X.

 

If you’re doing the math at home, that makes the October Prime Day effectively neutral with regard to Return on Ad Spend (ROAS), up just 3%. By comparison, sales revenue in July increased 4.5X, resulting in a ROAS bump of 12%.

As we have come to expect, Computers & Consumer Electronics continued to dominate Prime Day, even in October. Spending increased 6.6X over the previous 30 days, and sales revenue grew 5.2X, making this event more purely about sales volume than ROAS this time around for the category. Other strong showings came from Hobbies & Leisure (3.5X spending increase) and Home & Garden (4.1X spending increase).

On balance, the Amazon Prime Day Early Access Sale 2022 ROAS took a bit of a hit for most individual categories, but a sales volume strategy can be just as compelling, as evidenced by previous Prime Day performances from categories like Beauty & Personal Care. Considering some of the inventory issues that have been reported as supply chain issues have convulsed over the last year, Prime Day may have ultimately been effective in clearing the decks, and the warehouses, as we prepare for the holidays.

For more information on Skai and its Retail Media Solution visit its website here

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