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How big do you think the DSP could get?

My gut feeling is that we’re just at the beginning of what can be done and what we’ll see on the DSP with Amazon; most of the discussion I’ve had, in the last two to four years, have been mainly about trying to convert brands into DSP. But the main change that happened in the last year and half is Amazon Marketing Cloud. The adoption really rose just in the last six months in Europe, but even in the US, we see more and more adoption. I was at Amazon unBoxed in November; all of the discussion was around Amazon Marketing Cloud and APS connections.

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That’s the question, because Amazon’s whole philosophy is customer-obsession and making sure you put the customer first in everything. Really, the walled gardens don’t do that for obvious reasons. Now Amazon has a huge business which is a walled garden, how do you think they can really put the customer first; at this point, I mean advertisers and publishers; show advertisers the cleanest version of the ROAS possible. Especially in this new cookieless world, how can Amazon approach this, with high integrity, and say, this is the clean numbers, it’s actual first-party purchasing data? Or are they just going to go the same route and be a walled garden?

They showed, really recently, that they now make brand metrics available to allow you to understand what your conversion rate is, how you compare; they really answered that question. They give information about your category or sub-category; am I in the top 25%, the top 50%? It’s pretty new from Amazon to really share this type of information, because it’s also retail data and Amazon has always been super-shy about sharing any information about traffic that was happening on Amazon, as well as about sales, time customers spend on product pages and the conversion rate. Usually, brands don’t even know their own conversion rate on Amazon even when they are 1P. It’s really changing in this sense.

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