ClickZ Digital Ad Platform Newsletter - 01.30.2025

Ad Industry Must Stay 'Open' To Save The Web

Author

Zihan Lyu
January 30, 2025 • Estimated Reading Time: 6 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Welcome to ClickZ Digital Ad Platform News, your essential newsletter for digital marketers and eCommerce professionals.

Editor’s Pick 🌟

📊 REPORT

Fospha's latest research reveals the true halo effect of top marketing channels on Amazon revenue. It's a must-read for any brands selling on Amazon in 2025.

Sector Spotlight 🎥

Google's Meridian, an open-source marketing mix model, elevates eCommerce marketing strategies by integrating Bayesian causal inference with Google's MMM Data Platform. This powerful tool offers advanced customization and experiment-driven insights, addressing ad platforms' measurement challenges with precision. Meridian provides strategic value for enhancing performance and community engagement in digital campaigns.

TikTok's evolution in commerce drives both discovery and sales through personalized shopping experiences. Emphasizing authentic product reviews and leveraging tools like TikTok Shop, it presents strategic opportunities for marketers. Brands can tap into broader audiences, strengthening discovery and engagement while using innovative ad strategies to enhance growth and community building on this dynamic platform.

Meta's innovative AI assistant taps into Facebook and Instagram data, offering unprecedented personalization in advertising. By aligning memory features with consumer preferences, it redefines precision in ad targeting. This strategic development offers eCommerce marketers a powerful tool to optimize engagement, navigate data regulations, and pioneer in ad platform evolution.

IAB CEO David Cohen emphasizes the necessity for marketers to embrace open web principles and privacy innovations as AI reshapes ad platforms. He highlights foundational privacy laws and regulated browser utilities as pivotal. Google's forthcoming Chrome privacy updates and W3C's browser-centric measurement strategies underscore significant shifts in consumer engagement dynamics.

Influencer Corner 📣

Sam Carter on LinkedIn: I've witnessed firsthand the struggle brands face in understanding ad spend impact, especially across channels like Amazon.

It comes down to 1 core issue.

It's simply not possible with user-level attribution for brands to track what's going on in Amazon.

This leads to challenges in understanding the halo effect of top-of-funnel ads (on e.g. Youtube, Meta, TikTok, Snapchat) on Amazon sales, and comparing the ROI of Amazon Ads to other platforms.

Barry Hott on LinkedIn: Stop overthinking your ads!

Too many marketers obsess over finding that “one magic element” that makes an ad work.

While compelling storytelling matters (it absolutely does), success often comes down to unexpected factors you can’t predict:

• A random detail in the frame
• The comment section taking off
• Something you only notice AFTER the ad goes viral

Jessie Healy on LinkedIn: Is bad product page copy blocking your customers from buying?

Spoiler alert - it probably is (I see it in 80% of pages I look at).

Steal my checklist to harness consumer psychology and persuade more customers to RUN to your checkout: 🏃‍♀️

Performance Pulse 📈

The article reveals a roadmap for amplifying eCommerce success through Google Ads in 2025. It emphasizes using Performance Max campaigns, optimizing product titles, activating product ratings, and strategically managing bids and budgets. This approach marries automation with manual control, creating a foundation resonant with digital commerce and community growth.

Video marketing is a crucial, growing trend for businesses, with 91% using it strategically. It boosts engagement, leads, and sales by capturing attention and increasing brand reach. Prioritize YouTube and LinkedIn for broader and B2B audiences. Tracking metrics like views and engagement ensures success.

Roblox offers immersive experiences that engage Gen Z and Alpha users for longer periods, unlike traditional media. Brands are leveraging these interactions for product testing and development, with emerging 3D metrics enhancing strategic value. Marketers must balance sustained branded experiences with campaign-based activations.

Social Media Marketing

📍 Seattle, Washington, USA

Global Marketing

📍 Los Angeles, CA, USA

Marketing & Comms

 📍 Austin, TX, USA

ClickZ is a Contentive publication in the DTC Ecommerce division