Tuesday, February 27, 2024

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    Why Tropicana is betting on retail media as Google starts to deprecate third-party cookies

    Google’s third-party is (finally) crumbling. At the same time, the way shoppers search for information has expanded beyond Google, into TikTok, Amazon and other retail platforms. It’s made for a booming retail media networks business that brands like Tropicana are increasingly relying on to target shoppers.

    For the last five years or so, the juice brand has been steadily shifting its media spend away from broadcast television commercials to follow cord-cutting shoppers where they are online. To home in on said shoppers, customer insights from a mix of retail partners is becoming increasingly more crucial, according to James Spalding, vp and general manager of Tropicana at Tropicana Brands Group. (He declined to detail Tropicana’s ad spend or retail partners.)

    “While we can’t share specifics, there is strong return on investment in terms of the wealth of insights we’re able to gather,” he said in an email. “And as retailer platforms become more robust, there is an increased opportunity to use the data throughout the [marketing] funnel.”

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