Jing Ji Guan Cha Bao·2025-08-22 04:21Core Viewpoint - The collaboration between Macy's Media Network and Amazon Retail Ad Service signifies a transformative shift in the retail media advertising landscape, enhancing the advertising purchasing process and reflecting deep changes within the industry [1][2]. Collaboration Details: New Advertising Pathways - The partnership allows advertisers to purchase sponsored product ads directly on Macy's e-commerce site through Amazon's advertising platform, simplifying the advertising procurement process [2]. - Macy's aims to provide brands with easier access to advertising resources, breaking down traditional barriers in the advertising process [2]. - A pilot project is set to launch in the fall of this year to validate the collaboration model [2]. Industry Context: Competitive Landscape - The retail media advertising technology sector is experiencing intense competition, with emerging players like Koddi, Mirakl, and Topsort challenging established companies like Criteo [3]. - Despite initial concerns from retailers about partnering with Amazon due to competition and data privacy issues, Macy's decision to collaborate is seen as a significant move in the industry [3]. Data Security: Safeguarding Customer Information - Macy's will not share personally identifiable customer data with Amazon, instead opting for a limited data-sharing mechanism through AWS clean rooms to support sales attribution analysis [4]. - This approach aims to address industry concerns regarding data privacy while enabling effective advertising performance monitoring [4]. Industry Impact: Butterfly Effect in Retail Media - The partnership marks a significant shift in advertising dynamics, as it opens the door for larger retail groups to engage with Amazon's advertising services [7]. - The collaboration is expected to enhance advertising efficiency and effectiveness for advertisers, allowing for a more integrated approach to ad purchasing [8]. Competitive Dynamics: Traditional vs. Emerging Players - The collaboration poses a new challenge for traditional advertising technology firms like Criteo, which may face increased pressure on their market share due to the alliance between Macy's and Amazon [9]. - Criteo's recent struggles, including losing major clients, highlight the competitive pressures intensified by this partnership [9]. Future Outlook: Industry Chain Reactions - The collaboration may prompt other retailers to reconsider their partnerships with Amazon, potentially leading to broader adoption of Amazon's retail advertising services [10]. - Advertising technology firms will need to innovate and adapt to the competitive landscape shaped by this partnership, with a focus on enhancing their technological advantages [10]. - The trend towards decentralized and collaborative advertising strategies is expected to become more pronounced, requiring brands to refine their advertising approaches across multiple platforms [10]. Conclusion: Accelerating Change in Retail Media - The partnership between Macy's and Amazon is a catalyst for change in the retail media industry, influencing strategic choices, technological innovations, data security, and consumer rights [11].