The state of data collaboration in commerce and retail media

Brands recognize the importance of first-party customer data for driving business growth — now more than ever. However, individual companies often have access to limited, non-standardized data sets. To maximize monetization, improve products, and enhance customer experiences, it’s crucial to effectively collect, analyze, and collaborate on this treasure trove of data.

Data collaboration between publishers and brands is becoming increasingly complex and risky, as it often requires sharing sensitive first-party customer data. In response to the growing demand for quality data in 2024, and amid diminishing levels of user level data in the privacy era, Data Collaboration Platforms (DCPs) have emerged as a solution. Supported by Data Clean Rooms (DCRs) and Privacy-Enhancing Technologies (PETs), DCPs are becoming one of the preferred methods for businesses to foster audience collaboration and unlock growth opportunities.

But how effective are these new technologies in transforming commerce and retail media? AppsFlyer’s latest report explores what brands and agencies need to incorporate into their retail media strategies and examines the growth they’re already experiencing from using DCPs.

DCPs play a crucial role in first-party data monetization, with 72% of all respondents viewing them as important. This sentiment varies by region, with Brazilian respondents showing the highest enthusiasm—83% rate DCPs as extremely or somewhat important. 

In contrast, United States participants expressed slightly lower enthusiasm, with 68% acknowledging the significance of DCPs. The importance of DCPs is particularly pronounced in certain industries, despite commerce media still being a growing field. 

Notably, 80% of respondents in the Financial Services and Retail sectors consider DCPs important for their first-party data strategy. This underscores the growing recognition of DCPs’ value across different markets and industries, especially in sectors heavily reliant on customer data.

Overall, 77% of participants reported an increase in Return on Ad Spend (ROAS). Regional differences are notable, with Brazil leading the way—88% of Brazilian respondents reported positive changes. The number of platforms used also appears to influence results. 

Respondents using 2-3 platforms reported a slightly higher improvement rate of 81% compared to those using only one platform. These findings suggest that both the adoption of DCPs and the use of multiple platforms can contribute to improved advertising performance.

A solid 74% of participants emphasized the importance of DCPs in their retail media strategies. When taking a closer look at specific industries, the media and entertainment sector sees the highest importance in DCPs.

DCPs have demonstrated quantifiable impacts on commerce and retail media across several key areas. Improved campaign performance leads these outcomes at 33%, while both improved customer retention and increased share of wallet follow closely at 28% each. Regional differences are apparent, with the United States placing a stronger emphasis on improved campaign performance at 35%.

Industry-specific trends are also evident, particularly in the Financial Services sector, where 30% of respondents credit DCPs for achieving higher conversion rates. These findings highlight the diverse benefits of DCPs across different metrics, regions, and industries, underscoring their growing importance in the evolving landscape of commerce and retail media.

In commerce and retail media networks, certain data collaboration use cases have emerged as winners. The most prevalent is marketing to high-Intent audiences, used by 38% of respondents. This is followed closely by targeting lookalike audiences at 34% and remarketing to high-Intent audiences at 33%. Regional preferences vary, with Brazil showing a strong preference for targeting lookalike audiences at 40%. 

Industry-specific trends are also evident, with retail entities focusing heavily on Marketing to high-intent audiences, accounting for 36% of their use cases. Notably, across all industries, marketing to high-intent audiences and targeting lookalike audiences consistently rank as the top two use cases. This uniformity underscores their critical role in driving effective marketing strategies across diverse sectors in the realm of commerce and retail media.

In the current landscape of revenue generation from DCPs within retail media activations, respondents’ insights paint a nuanced picture. Contributing to revenue streams, 37% of participants pinpoint a 5-10% revenue share, while a more substantial 58% acknowledge a higher 10-25% contribution. 

Noteworthy regional disparities emerge, with the United Kingdom leading at 46% reporting a 5-10% revenue slice. Industries, such as Media & Entertainment, showcase robust performance, with 56% recording a substantial 10-25% revenue impact.

In terms of projected growth, a majority of 52% of respondents foresee a substantial revenue increase in the range of 10-25%. Close behind, 42% expect a growth margin between 5-10%. Analyzing regional perceptions, Brazil stands out with a remarkable 71% anticipating a significant 10-25% growth spurt. Meanwhile, the United Kingdom is split with 64% projecting a moderate 5-10% growth trajectory. 

Examining industry-specific outlooks, both the Financial Services and Media & Entertainment sectors exhibit strong positivity, with around 50% envisaging a robust 10-25% revenue upsurge. Notably, agencies share similar growth forecasts, with approximately 43%, expecting promising outcomes in the foreseeable future.

A company’s most important asset is its 1st-party data, and ensuring that the company maximizes it to its fullest potential is critical to business success and growth. With retail and commerce media, marketers can continue to enjoy the fruits of 1st-party data for targeting, measurement, and optimization, while trusting that their data collaboration is safeguarded and privacy-complacent.