Marketers Eye Transaction Data in a World Without Cookies

Signal loss and retail media's growth puts the efficacy of purchase data in the spotlight

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With Google Chrome slated to deprecate cookies by the end of this year, marketers are looking for new signals to find and measure potential audiences. Transaction data—records of what we purchase—is emerging as an alluring alternative.

The promise of transaction data has fueled the retail commerce media industry, which is projected to grow by 28.5% to $59.6 billion in U.S. ad spend this year, per Insider Intelligence.

Retail media firms, notably Amazon and Walmart, can use their customer databases to target ads on their websites and across the internet, and then link those ads with purchases, without relying solely on cookies for closed-loop attribution.

Some think transaction data might become a necessary currency for all media companies, and not just retailers.

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