Commexis Cast Daily – Jan. 11, 2018: Amazon’s Key Role in the Buyer’s Journey!

Today’s Commexis Cast discusses how Amazon plays into the buyer’s journey, and how ad retargeters are sneakily trying to gain consent from users in the advent of the GDPR regulations being enforced in May.

A new study by Feedvisor surveyed 1,500 Amazon buyers found that “Amazon is often the first place consumers go to conduct product research: 44 percent of all respondents always check Amazon prices before purchasing a product from another brand or retailer site.” In addition, the study found about 85% of Amazon Prime users check the site everyday. Phillip and Matt examine the numbers and breakdown the why’s and the how’s.

Finally, the General Data Protection Regulation is set to be enforced in Europe in May, and will bring a need for ad retargets to gain consent from users before being able to obtain and track their website data. Ross Benes on Digiday explains the way Criteo and AdRoll are attempting to do this, though Benes reports that not everyone thinks the companies are doing it right: “Ari Paparo, CEO of programmatic bidding firm Beeswax, said there’s no way the tactics of Criteo and AdRoll meet this standard. He called their attempts to gain consent ‘ridiculous.'”

Commexis will keep you in the loop on how, if at all, this will affect U.S. clients going forward.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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