2024年1月9-12日，2024年國際消費類電子產品展覽會Flywheel受邀參與了CES 2024，并與亞馬遜探討了無Cookie趨勢對廣告行業的影響。此外，基于Flywheel數字商務解決方案，也梳理了CES 2024中的數字商務重要趨勢，深入探討電子商務數據，并對其未來影響進行了解讀。

國際消費類電子產品展覽會（Consumer Electronics Show，簡稱CES）在美國拉斯維加斯舉行，該展會由美國電子消費品制造商協會（CTA）主辦，旨在促進尖端電子技術和現代生活的緊密結合。

會議亮點

Flywheel x Amazon 高峰對話：沒有Cookie的未來，如何連接廣告主和發布商

Flywheel的首席產品官Christine Gambino與亞馬遜廣告進行了一場高峰對話。以下是一些要點：

關于智能聯網電視（Connected TV）：對于成熟的品牌而言，準確衡量績效并正確歸因至關重要。聯網電視是一個出色的工具，可以幫助品牌減小這方面的差距，因為以往漏斗底層流量的衡量方式更多是基于概率而非確定性事件（即我們認為發生了什么而非既定現實）。例如，在手機購物和觀看電視場景下，消費者更容易出現誤點擊或快速滾動的情況，繼而給廣告商造成成功的假象。我們一直與AMC合作，重新思考漏斗策略的歸因方式，使我們能夠以更確定的方式來回溯策略，從而問自己“到底發生了什么？”

關于在線識別消費者能力（Addressability）：在線下的商業環境中，我們很難準確觀察到消費者的真實購買路徑。諸如AMC的數據無塵室（Clean Room）之類的服務最大好處在于，它們允許我們構建更加有效的受眾。這種靈活性和可控性最終將為我們做出更明智的目標決策提供信息，減少廣告浪費，并為構建完整的全漏斗廣告活動奠定基礎。我們相信，通過將媒體數據與覆蓋整個購買路徑的ASIN數據結合起來，我們將實現行業的下一個突破，并為此感到興奮。

核心趨勢

1. 數據的價值與迭代：數據的價值比以往任何時候都更高，與此同時，品牌也需要最佳實時指標以驗證投放的價值。這也是本次大會中廣告商和平臺的重點議程。盡管零售商一直以其優質數據和全鏈路閉環作為優勢，但對零售媒體不斷增加的投放金額，進一步推動了需求。許多合作伙伴談到了他們正在迭代超越ROAS的指標體系，同時在研發新的競價工具和衡量框架，以滿足廣告商的需求。

2. AI：盡管AI大多數場景中成為了宣傳的噱頭，但在展會現場、主題演講和圓桌討論中，我們仍然看到了AI對數字商務的落地應用。比如根據天氣、社交媒體熱度等預測訂單需求的供應鏈系統，根據用戶偏好調整的機器人，可以預測用戶20年后相貌的全息圖，基于先前投放結果不斷優化的出價模型，總結出下一步計劃的電子郵件等等。雖然也有關于AI負面影響的討論，但我們看到的許多應用證實了AI將使我們的生活更加便利。

3. 關注線上廣告（ATLAdvertising）：消費者正被廣告轟炸，因此他們正在不斷嘗試躲避或繞開廣告，這迫使品牌和市場重新思考廣告的關注點和衡量框架。優化策略將成為2024年漏斗廣告的關鍵。

4. 社媒投放升級：社媒創作者們積累了極大的力量。頭部KOL也需要銷售數據來證明自己的價值，才能繼續獲得高傭金。以往品牌只和頭部合作，隨著資源整合和合作關系正在快速重組，高知名度不再是品牌尋找投放合作的唯一標準。

5. 超個性化：隨著更多的數據、智能設備和大型語言模型的出現，一切都可以進行超個性化。不僅僅局限于定向的數字廣告，還包括諸如數字展廳或生活中用的各類APP——比如回到家里，一旦攝像頭識別出是你，它會根據你過去的互動偏好來設置室溫、燈光、音樂，是否開啟吸塵器等等。超個性化這將會出現在各種APP中。

6. 虛實結合：今年，技術將現實和數字以更先進的方式融合在一起。全息似乎成為今年的熱門，與會者耐心地排隊等待生成年輕版和年老版自己的圖像，VR頭戴設備和日常使用的智能眼鏡隨處可見。

7. 大規模監控追蹤：事物的影響并不會局限于發生地，通過大規模的監控追蹤，他們將聯動在一塊，賦予我們不斷改進優化的能力：追蹤愛犬在你出門時的飲食；智能植物APP可以跟蹤植物的生長情況并調整燈光、養分；用帶有攝像頭的智能鳥食器來識別鳥的類型；智能個人護理設備確保你能正確使用。

重要官宣

Albertsons與Criteo合作，共同建立零售媒體生態系統

概要：Criteo將為Albertsons的站內外庫存提供支持，讓廣告商能夠使用簡化的自助工具購買包括搜索、贊助視頻和展示等廣告位置。此前，站內搜索由CitrusAd提供支持，展示廣告則由托管服務管理。

解讀：作為Criteo的首批API合作伙伴之一，Flywheel對這個合作感到興奮，這將帶來更高的效率。Flywheel的JBP還為Albertsons提供了先進的報告功能，使我們可以更有效地利用洞察行動。

更多信息請訪問 https://progressivegrocer.com/albertsons-taps-criteo-power-retail-media-ecosystem

利用零售媒體數據，Instacart為快消品合作伙伴提供Google購物廣告

概要：谷歌購物廣告將使用Instacart的零售媒體數據。

解讀：曾有其他零售商提供類似的服務，Flywheel認為這是一個極佳的方式：廣告商將其商品置于Google產品列表廣告頂部，再跳轉到Instacart購買，并獲得閉環數據報告。

更多信息請訪問 https://www.instacart.com/company/pressreleases/instacart-delivers-google-shopping-ads-for-its-cpg-partners-powered-by-its-retail-media-data/

沃爾瑪推出基于GenAI的iOS消費者搜索體驗

概要：沃爾瑪在他們的主題演講中宣布了許多新產品，與零售媒體關聯度最高的是他們的GenAI技術驅動的搜索。這是一種提升購物體驗的增強搜索功能，允許消費者根據具體的使用情境（例如“最好的60英寸智能電視”或“觀看足球比賽的場合”）進行搜索，生成更相關和跨類別的搜索結果。

解讀：隨著沃爾瑪繼續專注于提升消費者體驗，Flywheel認為這將有助于使他們與亞馬遜等其他電商巨頭區分開來。這將是一種基于數據推動發現的絕佳方式。

更多信息請訪問 https://corporate.walmart.com/news/2024/01/09/from-aisles-to-algorithms-walmarts-tech-forward-innovations-for-time-saving-shopping

宏盟將創作者與亞馬遜帖子整合在一起，并衡量KOL的商業價值

概要：創作者的產出可以在亞馬遜AdConsole上重新利用，生成帖子，以更高效的創意觸達消費者，讓廣告商直接將銷售歸因于創作者。

解讀：社交媒體一直以來都是提高知名度的手段，Flywheel非常高興能夠將經過驗證的有影響力的內容推送到更靠近消費者付費的地方，這將使我們能夠在更廣闊的亞馬遜市場背景下分析其表現。

Session Spotlight:Flywheelx Amazon on Connecting Advertisers and Publishers in a Cookie-less World

Christine Gambino, Chief Product Officer at Flywheel joined Amazon Ads for a fireside chat. Here are some of the highlights:

On Connected TV:It’s critical as mature brands invest in upper funnel that we can granularly measure the performance and correctly attribute sales. Connected TV is an excellent vehicle to bridge this gap for brands as upper funnel measurements have previously been more probabilistic vs deterministic (i.e. what we think happened vs. what definitely happened). Mobile shopping and TV viewing, for example, are more prone to errors where users accidentally click or quickly scroll through, giving the false impression of success for advertisers. We have been working with AMC to rethink how we attribute upper funnel tactics, which allows us to connect upper funnel tactics in a more deterministic, "what definitely happened?" way.

On Addressability:In the offline world, there are many journeys where we can’t truly see the customer path to purchase. The best part about clean rooms (like AMC) is they allow us to build more effective audiences. This flexibility and control ultimately informs smarter targeting decisions, reduces ad waste, and sets a proper foundation for building out full funnel campaigns. We believe our ability to combine media data signals together with ASIN level intelligence across the full path to purchase will be the next breakthrough for the industry that we are excited to crack.

Data and Deprecation:The value of data is higher than ever, but so is the need to provide the best real time metrics to prove out investment. This was at the top of the agenda for advertisers and platforms this week. While retailers have always touted their premium data and ability to close the loop, high investment in retail media is pushing the requirements even further. Many partners talked about evolving their metrics to go way beyond ROAS as well as touting new bidding tools and measurement frameworks that will go deeper into delivering against the needs of advertisers.

AI:Yes, we had to say it. While it can be used as a buzzword with no meaning behind it, we saw it come to life on the show floor and within many of the keynotes and panels; supply chain that predicts order needs based on weather, social media popularity and more, robots that adjust to your preferences, holograms that can predict how you may look in 20 years, bidding models that continuously optimize based on previous outcomes, emails summarized with next steps. While there was talk of the downsides of AI, many of the applications we saw confirmed that it will make our lives easier.

Focus on Above the Line Advertising:Consumers are getting bombarded with ads and are continuing to step back and find ways to bypass these outreaches - which is forcing brands and marketplaces to be more strategic in where they focus and how they measure. Optimization will be the key of 2024 for upper funnel advertising.

SocialUpleveling: Creators have amassed a ton of power. In order to continue demanding the fees that top talent gets, they need the sales data to prove it. Integrations and partnerships are being solidified quickly which will give brands the opportunity to ensure return on an investment that was previously limited to awareness.

Hyperpersonzlization:With more data, more smart devices and more tech backed by large language models, everything can be hyper personalized. This goes beyond targeted digital ads and becomes things like curated digital showrooms online or IRL applications - step into a room in your house and once cameras recognize that it is you, it sets the room temperature, lighting, music, runs the vacuum and more to your preferences based on your past interactions. This shows up in a myriad of applications.

Mixed Reality:Technology brought the blending of physical and digital together in more advanced forms this year. Holograms seemed to be all the rage this year as attendees patiently waited in lines to turn themselves into young and mature versions of themselves. Virtual reality headsets were all over the floor as well as the more practical smart glasses for everyday use.

Mass Monitoring/Tracking:What happens in…it doesn’t stay there because everything is being monitored, giving us the ability to continuously improve! Robots that watch your dog during the day - tracking what they eat; smartplants with apps to track growing and adjust lighting, food; smart bird feeders with cameras to capture the type of bird; personal care devices ensuring you're cleaning properly.

Albertsons Taps Criteo to Power RetailMediaEcosystem

Summary:Criteo will now power Albertsons’ on and off site inventory, allowing advertisers to use a simplified self-service tool to buy placements including search, sponsored video and display. Onsite search was previously powered by CitrusAd, while display was managed service.

Our take: As one of the first API partners to Criteo, we’re excited about this partnership which will unlock stronger efficiencies. Our JBP also unlocks advanced reporting for Albertsons, allowing us to action on insights more effectively.

Instacart Delivers Google Shopping Ads for Its CPG Partners, Powered by Its RetailMediaData

Summary:Google shopping ads will be available using Instacart’s retail media data.

Our take:We’ve seen this offering from other retailers and think it’s a great way for advertisers to bring their items to the top of product listing ads on Google to then drive to Instacart (likely not the right solution for DTC brands) and then receive closed loop reporting.

Walmart Launches GenAI-PoweredSearchExperience foriOSConsumers

Summary:Walmart announced quite a few new offerings during their Keynote, however, most relevant to retail media was their GenAI-powered search - an enhanced search experience that elevates the shopping experience, allowing customers to search by specific use cases (e.g.“best smart TV that’s 60in” or “football watch party”), generating more relevant and cross-category results. (note, still in BETA)

Our take:As Walmart continues to focus on upleveling the consumer experience, we think this will help further differentiate themselves from Amazon and other large players in the ecom space. This will be a great way to drive discovery based on data.

Omnicom Integrates Creators with Amazon Posts and Measures Influencer-Driven Commerce

Summary:Creator assets can be repurposed on the Amazon AdConsole for Posts, to reach shoppers with high performing creative, allowing advertisers to directly attribute sales to creators.

Our take:While social has historically been awareness driving, we’re very excited to bring proven influencer content closer to the point of conversion in a way that will allow us to analyze performance in the context of the broader Amazon marketplace.