Here's what Amazon Ads announced at IAB Newfronts

Author

Stephen Babcock
May 02, 2023

CPGs are continuing to raise prices this year as they face higher costs in the supply chain. At the same time, many are boosting digital advertising spend as they seek to support the brands in an increasingly competitive marketplace, and stay on a path back to healthy margins. Ritz and Oreo maker Mondelez increased its advertising budget line 20% in the first quarter alone.

Prebiotic soda brand Olipop is showing that gut health can be a treat. Five years in, the brand is working to double sales in 2023 at a time when traditional soda consumption is falling, and is even topping A&W in the root beer category. That has attracted interest from potential acquirers, but so far CEO Ben Goodwin said the brand is not interested in selling. – CNBC

Media buyers were gathered in New York Monday for IAB Newfronts, meaning digital ad providers were showcasing their latest and greatest offerings. Amazon rolled out expanded capabilities for DSP, live shopping and Thursday Night Football segmenting. Plus, there are new tools for AMC and streaming measurement.

Pacsun is embracing live shopping as it rolls out its summer campaign. On TikTok, the apparel retailer will feature weekly livestream events, broadcast from stores and music festivals. They’re hosted by a slate of microinfluencers dubbed the Pac Community. – Marketing Dive

In this week’s funding and M&A update, brands in haircare, cosmetics and home goods are attracting new funding. In ecommerce software, investors are backing AI-powered retail pricing and a government-focused ecommerce marketplace.

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