Cannes Is Clearly For Sale. Is Your Identity?

If there was any doubt that Commerce Media had infiltrated nearly every aspect of advertising, the presence of retail media networks in Cannes sealed it.

Not only did Target, Walmart and of course Amazon take their now standard positions along the Croisette, but Cannes newbies United Airlines, Kroger and even Chase were out in force.

In addition to the pure RMNs, there were numerous sessions on shoppable everything, including lots of talk about the growth of TikTok Shop. YouTube looks to be trying to catch up here by inking a deal with Instacart, which in turn just announced partnership with the New York Times, which allows users of its cooking app to add everything needed for recipes to their carts.

Meanwhile, Yahoo and The Trade Desk entered Cannes in something of an ad tech war, while Amazon - with it's new Relevance product - seemed to take a shot at The Trade Desk.

"To replace cookies with a single ad identifier is not a viable long-term strategy," said Brian Tomasette, director of product and engineering for the Amazon DSP, in AdExchanger. Which is exactly the plan for The Trade Desk-backed cookie-replacement UID 2.0.

Of course, it's easy for Amazon to take that position, given that it's got more consumer data than perhaps anyone on the planet.

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Mike Shields

Founder of Shields Strategic Consulting. Host of Next in Media podcast and newsletter Former @BusinessInsider, @WSJ, @Digiday, @Adweek

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