ClickZ Digital Ad Platform Newsletter - 02.06.2025

LiveRamp & Ocado’s Audience tool is redefining first-party data ads

Author

Nandini Sehgal
February 06, 2025 • Estimated Reading Time: 7 minutes

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

Editor’s Pick🌟

ECOMMERCE INNOVATION INSIGHTS

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

Sector Spotlight 🎥

AD PLATFORM TRENDS

Google is exploring monetization for Gemini, eyeing native ads for long-term potential, with plans evolving post-2025 to maintain a seamless user experience. By enhancing AI capabilities, Gemini promises expansive commercial opportunities, paralleling traditional search revenues, thereby presenting innovative pathways for brands to boost engagement and platform performance in eCommerce marketing.

INDUSTRY ENGAGEMENT SHIFT

Meta's dynamic rise in creator engagement, highlighted by Instagram and Threads, overtakes TikTok's presence due to regulatory challenges and X's controversies. Insights from Billion Dollar Boy reveal Instagram's adeptness at sustaining user interest, presenting opportunities for eCommerce marketers to harness emerging ad platform strategies and foster deeper consumer connections.

AD PLATFORM EVOLUTION

Social media fragmentation catalyzes innovation in Super Bowl advertising strategies. Brands shift focus from X to diverse platforms like TikTok, Instagram, and YouTube Shorts, fostering targeted consumer engagement. This evolution underscores a need for dynamic audience interaction and the crafting of magnetic cross-platform content, presenting opportunities for eCommerce marketers to enhance platform strategies.

AD PLATFORM INNOVATION

LiveRamp and Ocado Ads introduce Audience, a self-serve solution tapping into Ocado’s first-party data. This strategic partnership enhances advertiser control, precision, and transparency, aligning seamlessly with industry demands for self-directed models. Audience fosters impactful, data-enhanced campaigns—driving innovative engagement strategies and adaptable performance enhancements in the evolving ad platform landscape.

Influencer Corner 📣

Daniela Morosini on LinkedIn: What could a slimmed-down Estée Lauder Companies look like?

Earlier this week, Bloomberg reported that the company has hired an advisory firm to undertake a strategic review of its portfolio. The ELC we know today was built by buying brands (it has more 20) and for much of the 2010s, the more-is-more strategy worked. This was the heyday of indie beauty, and exciting, founder-led brands could fetch quite a premium — Too Faced was acquired for $1.4 billion.

Alex Cooper on LinkedIn: Here's how to use psychology to design static ads that stand out in the feed. 🧠

I asked psychology expert Sarah Levinger for her take and I was not expecting this answer...

www.linkedin.com/posts/alexgoughcooper_heres-how-to-use-psychology-to-design-static-activity-7290492013219663873-2YQE?utm_source=share&utm_medium=member_desktop

Performance Pulse 📈

PRECISION MARKETING INSIGHTS

Amazon DSP Performance utilizes AI to refine programmatic advertising, driving superior results. It identifies and re-engages key consumer segments by decoding behavior, optimizing across multiple platforms. The system's analytical prowess allows advertisers to fine-tune campaigns with data-driven adjustments, ensuring impactful engagement and heightened effectiveness in consumer outreach strategies.

AMAZON INSIGHTS MASTERY

Harnessing Amazon Ads' bid modifiers API, Profitero and Zenith crafted a bespoke algorithm for Coty, fusing digital shelf analytics with Amazon DSP. This strategic innovation bolstered Coty's advertising efficiency by 28%, capitalizing on competitive data to refine bids and amplify consumer engagement in the competitive beauty sector.

RETAIL ANALYTICS

AI recommendation systems enhance consumer engagement on Amazon by harnessing content-based, collaborative, and hybrid filtering methods. These systems meticulously tailor product suggestions, enhancing customer loyalty and boosting sales metrics. While they offer strategic advantages in personalization and retention, the challenge of managing extensive user data persists in this innovative landscape.

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