Cookieless identity & clean-room/CTV/retail media adoption
Key Questions
What is driving cookieless identity adoption?
Chrome changes, first-party data, and solutions like UID2 are accelerating the shift. Clean rooms are reducing waste by 30-60% according to TTD.
How large are CTV and retail media markets?
CTV is projected at $37.95B with platforms like Tatari, Roku, and Amazon. Retail media is expected to reach $69B with automation from Walmart and Target.
What is the significance of the Publicis-LiveRamp deal?
Publicis acquired LiveRamp for $2.2B, betting that identity control will determine success in the AI era. The move strengthens first-party data capabilities.
How is Walmart using AI in advertising?
Walmart reported 37% ad growth in Q1, driven by AI-powered buying tools and streaming ad capabilities. PepsiCo has also used Walmart data for product launches.
What CTV targeting enhancements has Viant introduced?
Viant integrated Ad Fontes Media to enable news bias targeting in CTV. This adds contextual precision to streaming campaigns.
Chrome/CDP/FP data/UID2; clean rooms (TTD 30-60% waste cut); CTV $37.95B (Tatari/Roku/Amazon); retail $69B (Walmart/Target automation platforms); Publicis $2.2B LiveRamp deal. New: Walmart +37% ad growth Q1 with AI tools; Viant integrates Ad Fontes for CTV news targeting.