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The following is a transcription of the Tailwind Flash Briefing published January 20th, 2020. To listen activate through the Amazon Alexa Skill store.

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Tailwind Digital Minute Flash Briefing for January 20th, 2020

Good morning listeners, today is January 20th and this is the second episode of the new season our digital marketing flash briefing. We’ve got a couple really interesting and really fun stories to share with you today and we hope we can deliver it in the perfect, efficient manner to fit right in to your drive to work. Now before we start, I’m Tailwind’s Director of Search, Ryan Gudmundson and joining me this week is an important member of our marketing team, Bri Larkin. 

That would be me. In this week’s flash briefing we’re going to be talking about changes occurring within Google’s third party cookie systems, and how it might affect location data, as well as Walmart’s influence in sponsored search ads with new API partnerships. Now these are some lofty topics to get into so without further ado, let’s jump right into our first story of the week.

Google Will Be Eliminating Third-Party Cookies In 2022

This week, Google announced their plans to block all third-party cookies from their Chrome browser by 2022. 

Now while there is a two year gap before this change takes fruition, this shift is raising big questions for Adtech companies who rely on cookies for their retargeting and programmatic marketing efforts. 

From a consumer standpoint, removing cookies will help bring more privacy to online web surfing. 

As Johnny Ryan, a major privacy advocate, describes it, “Google is building a moat. It doesn’t need third-party cookies to track people. It has code live on virtually every single website and app”. 

This does not mean that Adtech companies will be completely in the dark in terms of tracking user activity. However it will be harder to determine WHO clicked and WHERE they did it from. 

That’s right, advertisers will still be able measure how many people clicked and converted on an ad just with a little more strategy. 

Matt Keiser, founder of LiveIntent was also quoted, saying: “You used to have the power if you sat across many publishers and brands like an agency or an ad-tech provider but now: it’s the first-party data owner who chooses whether to share.”

So you may be thinking what’s to come with these new changes? We’ll likely see a return to brand awareness and direct response campaigns. A return to the traditional cornerstones of advertising where every movement and action of the consumer isn't attributed to a single ad.

In response we’ve also seen Location Data provider Factual launching a new product titled Data Enrichment which supplements first-party data with audience insights that are generated from mobile-location behaviors. 

Marketingland Contributor Greg Sterling spoke with Scott Townsend and Brian Czarny, head of data enrichment and CMO of Factual, to identify several use cases for CPG brands. 

Among their identified opportunities they cited that they’ve been helping retailers generate personalized messaging that can provide a product recommendation to shoppers at Costco if they are a frequent shopper there. 

With cookies ending and new solutions already coming out, the marketing landscape is due for a big change that every marketer, digital, traditional or any type else, will need to prepare for well in advance. 

 

Walmart Offers Sponsored Search Ads Via API Partners

Moving on to our second story, it seems that Walmart is now expanding again into their e-commerce advertising offerings with the launch of Walmart Advertising Partners being announced last week. 

This new offering will make Walmart sponsored search ads available through API partners as opposed to being independently offered by Walmart only. So far only 4 initial partners have been announced with those being Flywheel Digital, Kenshoo, Pacvue, and Teikametrics. 

Search Engine Land contributor Ginny Marvin cited in her article on the announcement that, “This signals a significant next step for Walmart Media Groups’ efforts to attract large manufacturer budgets.” For context, this positions Walmart to attempt to compete directly with Google Shopping and Amazon Sponsored campaigns with the partners announced being ones that already work with those both. 

It almost seems like Walmart is attempting to profit off giving companies the ability to switch from Amazon marketing to Walmart instead. On the same note, this is beneficial for brands considering that they will now have even MORE access to online AND offline shopper data from the retail titan. 

It’s also important to quote out Walmart has specifically chosen these partners as a result of their previous specialties in both search and marketplace advertising. Knowing this, we can anticipate that this will continue to be a portion of the vetting process with more platforms that excel in both partnering in the long run. 

Walmart’s Media Group has also been working on establishing themselves as an advertising giant for brands and retail manufacturers and have previously severed ties with their former agency partner, Triad, in early 2019. 

In other news, Walmart might be stepping up and expanding into modern advertising practices. We’d recommend any brand that sells retail goods monitor this progress and the partnerships they establish for opportunities that might arise in the future. 




Well, that’s it for this episode of the Tailwind Digital Minute. As always, if you’re seeking more information and resources that we utilize to produce this show, head on over to FindYourTailwind.com/blog where we will be posting a transcription and links to articles that will provide further context. Until next week, I’m Ryan Gudmundson-

And I’m Bri Larkin.

Thanks for listening.

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