Relevancy at scale is a New Year’s resolution brands can achieve
Brian Tomasette, director of product, Amazon DSP
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 a double whammy that has led marketers to find new ways to connect with their audience and increase relevancy across the marketing funnel.
Between the fast pace of business, constant technological advances and ongoing privacy changes, 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.
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