As advertisers struggle to connect the identities of users across channels and match marketing touchpoints up with conversions, ecommerce marketplaces like Amazon, Walmart, and Instacart will be able to make these connections directly within their own platforms. Some players, including Walmart, are hoping to tie in-store sales into the picture as well, and they have the first-party data across digital and traditional channels to do it.
Additionally, these advertising platforms have the ability to target those consumers who are likely to be in-market, thanks to their wealth of browsing and purchase data. As brands increasingly find it hard to obtain actionable signals of consumer intent and activity across channels, it's likely that these ecommerce ad offerings will become more appealing.
eMarketer PRO subscribers can look out for our new estimates of ad spending in the ecommerce channel, which are set to publish in a few weeks.