Marketecture: Get Smart. Fast.
00:35:14 · Tim Rowe, Eric Franchi
[00:35:14] S3: Makes sense to to give a thought on the rock deal. Think that as out of home as digital out of home matures, certainly having the same sort of messaging, the connected experience of online and offline seeing the brands that maybe you are seeing after purchase on a digital out of home screen makes a lot of sense. Think that efficiency overall is the long term play. [00:35:35] S2: Yeah, totally. Okay. Alright. That was a lot on M and A Folks, maybe give us a break next week. This was pretty intense. There's a lot to do. Let's just chill, know, come back later in the month. All right. Let's talk about retail media. Speaking of, So last week, while we were at CES, Amazon dropped kind of a bomb with this new product announcement. So basically letting other retailers use its advertising tools to run sponsored ads across their sites. Kind of a Criteo in a box?
00:35:35 · Eric Franchi, Ari Paparo
[00:35:35] S2: Yeah, totally. Okay. Alright. That was a lot on M and A Folks, maybe give us a break next week. This was pretty intense. There's a lot to do. Let's just chill, know, come back later in the month. All right. Let's talk about retail media. Speaking of, So last week, while we were at CES, Amazon dropped kind of a bomb with this new product announcement. So basically letting other retailers use its advertising tools to run sponsored ads across their sites. Kind of a Criteo in a box? [00:36:08] S1: Yeah. It seems that way. It's a little confusing because it seems like you have to use Amazon for fulfillment for this to work. Like, the the ads... I I was pretty confused about the announcement as to whether it's pure tech and you can do your own ads and your own fulfillment and your own everything or whether there was some tie to the Amazon existing retail media network. Maybe I just didn't read it clearly enough. There's a lot of speculation online about this that, like, big guys are never gonna use this. It's all for the small merchants. Maybe it's just a play for Amazon Marketplace merchants to have their own websites and to have the same ads on those sites. That would make a lot of sense, sort of a syndication play. I remain a little confused about the details.
00:36:51 · Eric Franchi, Ari Paparo
[00:36:51] S2: If I understand it on its surface, it sounds like it's a great option for SMB or mid market retailers to build an advertising business, like, right away. Not have to build a Salesforce, not have to worry about the tech, all all of that stuff. I would imagine that this becomes a alternative to Criteo and CitrusAd and, you know, some of those, I think, you know, full solution monetization for the upper end. But I think it makes perfect sense. Like, if if you are a large retailer or a large, you know, kind of commerce media entrant generally, like handing over the keys to Amazon fully, I don't think you're gonna do that. But then again, we've been saying like there needs to be some sort of aggregation play for the Wawas of the of the world. Shout out shout out to Wawa. And this could be like the the the way you get that from a buyer perspective. Either that or we don't understand it. [00:37:45] S1: I'll just stick with I don't understand it. [00:37:47] S2: Okay. Alright, cool. What else we have? We have maybe the first new vertical ad net, first new RMN of the year launching. Mohegan Sun launched their ad network, and it's being built on LiveRamp. So if you're looking to reach gamblers, we got a place for you. [00:38:08] S1: Alright. So what does LiveRamp have to do with this? It's just LiveRamp is the data exchange so you can reach these users elsewhere? Yeah. Right.
00:38:08 · Ari Paparo, Eric Franchi
[00:38:08] S1: Alright. So what does LiveRamp have to do with this? It's just LiveRamp is the data exchange so you can reach these users elsewhere? Yeah. Right. [00:38:17] S2: Yeah. Alright. Audience audience extension play. So reach them reach them on the Mohegan Sun properties, but then also reach them, you know, across across the border web. Makes sense? [00:38:25] S1: Sure. [00:38:26] S2: DoorDash and TTD are partnering similarly on audience extension. Talk about that one, Ari.
00:38:26 · Eric Franchi, Ari Paparo
[00:38:26] S2: DoorDash and TTD are partnering similarly on audience extension. Talk about that one, Ari. [00:38:31] S1: Yeah. So I think this is a pretty big announcement for the partnership. And once again, press release was really confusing, but what it seems to be is similar to the Walmart TTD deal where you can use DoorDash's data in TTD to reach the same customers off DoorDash, and then you can also use it for attribution, which which is probably a big deal for QSR. So, like, DoorDash is very is very much, like, a lot of long tail folks, advertisers that use it, a lot of, like, little one off restaurants, they're not gonna care about this. But if you're, you know, a QSR company that... With hundreds or thousands of locations, the ability to use DoorDash's ad platform, but then also empower your agency with the mid funnel, upper funnel data to be able to reach those customers. That seems like it's, you know, a really nice powerful move. I I like to say that The Trade Desk is trying to build a walled garden, like, brick by brick, you know, whereas someone who has owned and operated properties has a giant dataset they can control, Trade Desk doesn't. So they're kind of creating this coalition. They get a little Walmart data, a little DoorDash data, a little Samba TV data, a little, you know, a little bit of this and that. And the more exclusive data plays they have, the more they become like the must buy.
00:39:52 · Eric Franchi, Ari Paparo
[00:39:52] S2: Yeah, that makes sense, right? You combine the premium web SP 500 plus combined with, you know, some of this like really really interesting data. You got your wall guard, you got your third wall guard or fourth? Yeah, best. And then finally, we have an answer to who the next CEO of Criteo is going to be. The CEO of Criteo, incoming CEO is Michael Komasinski, who I believe was previously a Dentsu executive. Right? [00:40:23] S1: The agency guy, Dentsu. [00:40:24] S2: Yeah. Yeah. Agency guy. Any thoughts on that? [00:40:28] S1: It's tough job, man. Very very political. [00:40:32] S2: If you have slugged it out in the agency world, you probably have the skin, the thick skin for a tough job. So shout out to Michael. [00:40:40] S1: We'll be watching here. Stock's doing well. Yeah. But still a tough job. [00:40:44] S2: Anyway, alright. Let's let's get to this Google story that that you wanna spend some time talking about, Ari. Go