In our study of 100 e-commerce sites worldwide, mind Retail analysed the relationships between retailers' websites and marketplaces alongside service providers responsible for selling their advertising inventory in programmatic mode. E-retail media continues to grow at a significant rate 2 years after the pandemic. Online shopping and associated advertising are now a seamless fact of life for consumers. According to the latest GroupM report in September 2022, retail media is expected to reach US$101 billion in 2022 worldwide, up by 15% year-on-year. This segment accounted for 18% of global digital advertising revenue in 2021. Although the trend is growing, there remain few retailers who are involved in programmatic advertising sales. We read this as a sign of a relative maturity in the market. Out of a study of 100 e-commerce sites, only 22 offered an ‘ads.txt’ file.
To monetise their audience and add revenue from the sale of products or services, e-commerce websites are promoting online advertising. For Amazon, this business equates to about 6% of revenue. E-commerce retailers created their own advertising network to develop this revenue stream. Christophe Blot, Director of Commerce and Development at Cdiscount Advertising, told mind Retail : “We were the first e-commerce site to monetize an audience and we have had our own integrated structure for...
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