Observed Signal · Jul 3, 2024 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Germany Ready for Retail Media with TripleLift and Amazon
TripleLift asserts Germany is well prepared for Retail Media, citing Global Innovation Readiness Scorecards based on a marketer survey across Germany, the United States, the United Kingdom, and France in programmatic advertising. In Germany, marketers report above-average readiness for Retail Media, with 71% saying they are ready to implement upcoming changes and 77% familiar with current Retail Media solutions; only the United Kingdom edges Germany in readiness. OVK forecasts for 2024 show growth in digital advertising, with the online display market expected to rise 8% and programmatic advertising contributing about €4.4 billion in German revenue. TripleLift highlights Retail Media as the fastest-growing digital segment and notes retailers’ interest in high margins, supported by technology and know-how. In partnership with Amazon, TripleLift offers the 'Responsive eCommerce Native Supply' format integrated into Amazon DSP, using ASINs to tailor dynamic creatives via its Adaptive Commerce Solutions, leveraging real-time Amazon data (prices, ratings, Prime logos) at no extra cost to advertisers. Executives Ed Dinichert and Marco Dohmen of TripleLift discuss growth and scale.
Germany's readiness for Retail Media combined with a major partnership (TripleLift and Amazon) and industry growth forecasts indicate significant impact on AdTech/MarTech in the region.
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Key Takeaways & Evidence Grounding
- TripleLift published Global Innovation Readiness Scorecards based on a marketer survey across Germany, the US, the UK, and France in programmatic advertising.
- OVK forecast: 2024 German online display advertising to grow 8% and programmatic advertising to generate about €4.4 billion in revenue.
- 71% of German marketers say Retail Media is among the top innovation topics; 77% are familiar with current Retail-Media solutions; Germany trails only the UK in readiness.
- TripleLift is the first SSP to offer a customized ad delivery for Amazon Ads buyers via the 'Responsive eCommerce Native Supply' solution, integrated with Amazon DSP.
- Adaptive Commerce Solution enables highlighting shopping elements using real-time Amazon asset data (prices, ratings, Prime logos) with ASIN-based targeting, at no extra cost to advertisers.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
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Retail Media Tech Ready; Market Must Deliver
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