He also cited examples including alcohol advertisers that were getting so many organic inquiries that it didn’t make sense to continue spending on paid search.

For example, paid search tactics will help capture intent from buyers. “Things are quite affordable at the moment, and we also have a lot of people consuming a lot of media,” said Jon Schulz, CMO of demand-side platform Viant. “Those two don't tend to go in the same direction, and it creates a unique opportunity to get our brand out there.”.

One of the unique qualities of retail media advertising is the ability to use closed-loop attribution, tying ad engagements to sales. This is possible because the same company is running the ad and selling the product advertised. Brands often look to Amazon and Walmart.com because those sites facilitate closed-loop attribution—and with the ongoing disruptions to digital identity, this tool will likely provide even greater advantages to those who use it.

Matt currently leads Goodyear’s in-house digital agency, responsible for paid search, search engine optimization, affiliate advertising, paid social, and email/CRM. Prior to Goodyear, Matt led national paid media teams at agencies Razorfish and Rosetta. Scott Lugar is the CMO of AAA Club Alliance, where he leads the organization’s marketing and membership strategy.

Google and Facebook made up 67.8% of the UK digital ad market last year, which we expect will drop slightly to 65.9% this year.

eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss Google's checkered Q2 earnings. They then talk about how Google plans to take on Amazon's online shopping dominance, the antitrust investigation into Google, and what would happen if Google tracked people after they asked it not to.

This report provides the key takeaways from our forecast on US sharing economy users, including user data for Uber, Lyft and Airbnb.