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Macy's Amazon Ad Network Partnership | Fast Five Shorts · Omni Talk Retail

• 0:00
  Advertisers
• 0:00
  will
• 0:00
  soon
• 0:01
  be
• 0:01
  able
• 0:01
  to
• 0:01
  buy
• 0:01
  Macy's
• 0:02
  media
• 0:02
  network
• 0:03
  through
• 0:03
  Amazon.
• 0:04
  According
• 0:04
  to
• 0:05
  Adweek,
• 0:05
  Macy's
• 0:06
  Media
• 0:06
  Network,
• 0:06
  the
• 0:06
  retailers
• 0:07
  advertising
• 0:07
  arm
• 0:08
  today
• 0:08
  announced
• 0:09
  a
• 0:09
  partnership
• 0:09
  with
• 0:09
  Amazon's
• 0:10
  retail
• 0:11
  ad
• 0:11
  service,
• 0:11
  the
• 0:12
  e
• 0:12
  commerce
• 0:12
  giant's
• 0:13
  ad
• 0:13
  tech
• 0:14
  product
• 0:14
  for
• 0:14
  other
• 0:15
  retailers.
• 0:16
  The
• 0:16
  deal
• 0:16
  allows
• 0:16
  advertisers
• 0:17
  to
• 0:17
  buy
• 0:17
  sponsored
• 0:18
  product
• 0:18
  ads
• 0:18
  on
• 0:18
  Macy's
• 0:19
  e
• 0:19
  commerce
• 0:20
  website
• 0:20
  through
• 0:20
  Amazon
• 0:21
  ads
• 0:21
  platform
• 0:22
  and
• 0:22
  retail
• 0:23
  ad
• 0:23
  buying
• 0:23
  platform
• 0:24
  or
• 0:24
  firms,
• 0:25
  sorry,
• 0:25
  like
• 0:26
  pacview,
• 0:27
  Macy's
• 0:27
  is
• 0:28
  the
• 0:28
  first
• 0:28
  major
• 0:28
  retailer
• 0:29
  to
• 0:29
  sign
• 0:29
  on
• 0:29
  to
• 0:30
  Amazon's
• 0:30
  ad
• 0:30
  product
• 0:31
  since
• 0:31
  the
• 0:31
  product
• 0:31
  debuted
• 0:32
  in
• 0:32
  January.
• 0:33
  Chris,
• 0:34
  I
• 0:34
  have
• 0:34
  a
• 0:34
  question
• 0:35
  for
• 0:35
  you.
• 0:36
  Are
• 0:36
  you
• 0:36
  pro
• 0:37
  or
• 0:37
  con
• 0:38
  the
• 0:38
  idea
• 0:38
  of
• 0:38
  Amazon
• 0:39
  becoming
• 0:40
  Macy's
• 0:41
  ad
• 0:41
  Network
• 0:42
  frenemy?
• 0:44
  Oh
• 0:44
  wow.
• 0:45
  Generally
• 0:46
  speaking
• 0:46
  I,
• 0:46
  I
• 0:47
  don't
• 0:47
  like
• 0:47
  moves
• 0:47
  like
• 0:47
  this.
• 0:48
  I
• 0:48
  mean
• 0:48
  I
• 0:48
  think
• 0:48
  it
• 0:49
  generally
• 0:49
  when
• 0:49
  you
• 0:49
  see
• 0:49
  this,
• 0:50
  it's
• 0:50
  a
• 0:50
  result
• 0:50
  of
• 0:51
  what
• 0:51
  I
• 0:51
  would
• 0:51
  call
• 0:51
  very
• 0:52
  short
• 0:52
  term
• 0:52
  thinking
• 0:53
  to
• 0:53
  get
• 0:53
  dollars
• 0:54
  quickly
• 0:55
  into
• 0:55
  your
• 0:55
  coffers.
• 0:56
  And
• 0:57
  it's
• 0:57
  very
• 0:57
  similar
• 0:58
  to
• 0:58
  like
• 0:58
  Amazon
• 0:59
  running
• 0:59
  people's
• 1:00
  e
• 1:00
  commerce
• 1:00
  websites
• 1:01
  back
• 1:01
  in
• 1:01
  the
• 1:01
  early
• 1:01
  2000s,
• 1:02
  you
• 1:02
  know,
• 1:02
  like
• 1:02
  they
• 1:03
  did
• 1:03
  for
• 1:03
  Toys
• 1:03
  R
• 1:03
  Us
• 1:04
  and
• 1:04
  Target
• 1:04
  and
• 1:04
  everybody
• 1:04
  else.
• 1:06
  But
• 1:06
  for
• 1:06
  Macy's.
• 1:06
  If
• 1:07
  I
• 1:07
  look
• 1:07
  at
• 1:07
  the
• 1:07
  Macy's
• 1:07
  side
• 1:08
  of
• 1:08
  the
• 1:08
  story,
• 1:08
  it
• 1:08
  tells
• 1:08
  me
• 1:08
  a
• 1:08
  couple
• 1:09
  things.
• 1:09
  One,
• 1:10
  they
• 1:10
  want
• 1:10
  those
• 1:10
  dollars,
• 1:11
  they
• 1:11
  want
• 1:11
  those
• 1:12
  dollars
• 1:12
  from
• 1:12
  retail
• 1:12
  media
• 1:13
  and
• 1:13
  two,
• 1:14
  they
• 1:14
  don't
• 1:14
  see
• 1:14
  a
• 1:14
  good
• 1:14
  way
• 1:15
  to
• 1:15
  build
• 1:15
  the
• 1:15
  capabilities
• 1:15
  themselves
• 1:16
  or
• 1:16
  to
• 1:16
  partner
• 1:17
  with
• 1:17
  somebody
• 1:17
  else
• 1:17
  that
• 1:18
  can
• 1:18
  provide
• 1:18
  what
• 1:18
  Amazon
• 1:19
  does.
• 1:20
  And
• 1:20
  then
• 1:20
  the
• 1:20
  third
• 1:21
  point
• 1:21
  I'd
• 1:21
  make
• 1:21
  around
• 1:21
  Macy's
• 1:22
  is
• 1:23
  the
• 1:23
  ships
• 1:23
  are,
• 1:23
  I
• 1:24
  mean
• 1:24
  they
• 1:24
  had
• 1:24
  a
• 1:24
  good,
• 1:24
  I
• 1:24
  guess
• 1:24
  they
• 1:24
  had
• 1:24
  a
• 1:25
  good
• 1:25
  earnings
• 1:25
  report
• 1:25
  from
• 1:25
  what
• 1:25
  I
• 1:26
  read
• 1:26
  really
• 1:26
  quickly
• 1:27
  this
• 1:27
  morning.
• 1:27
  But
• 1:28
  you
• 1:28
  know,
• 1:28
  they're
• 1:29
  still
• 1:29
  in
• 1:29
  trouble,
• 1:29
  they're
• 1:29
  not
• 1:30
  out
• 1:30
  of
• 1:30
  the
• 1:30
  woods
• 1:30
  yet.
• 1:30
  And
• 1:31
  so
• 1:31
  Amazon,
• 1:32
  you
• 1:32
  know,
• 1:32
  the
• 1:32
  ship
• 1:33
  is
• 1:33
  somewhat
• 1:33
  sinking
• 1:34
  and
• 1:34
  so
• 1:34
  Amazon
• 1:34
  ads
• 1:35
  is
• 1:35
  potentially
• 1:35
  that
• 1:35
  bilge
• 1:36
  pump
• 1:36
  that
• 1:36
  gets
• 1:37
  those
• 1:37
  dollars
• 1:37
  in,
• 1:38
  into,
• 1:38
  into
• 1:38
  Macy's.
• 1:39
  So
• 1:39
  can
• 1:39
  I
• 1:40
  fault
• 1:40
  Macy's
• 1:40
  for
• 1:40
  it?
• 1:41
  No,
• 1:42
  because
• 1:43
  the
• 1:43
  luxury
• 1:43
  of
• 1:43
  time
• 1:43
  is
• 1:43
  not
• 1:44
  on
• 1:44
  Macy's
• 1:44
  side.
• 1:44
  So
• 1:45
  you
• 1:45
  know,
• 1:45
  I'm
• 1:45
  not
• 1:45
  surprised.
• 1:46
  I
• 1:46
  wouldn't
• 1:46
  be
• 1:46
  surprised
• 1:46
  if
• 1:47
  we
• 1:47
  see
• 1:47
  other
• 1:47
  people
• 1:47
  start
• 1:47
  to
• 1:48
  go
• 1:48
  this
• 1:48
  route
• 1:48
  because
• 1:49
  you
• 1:49
  know,
• 1:49
  retailers
• 1:49
  that
• 1:49
  we
• 1:50
  say
• 1:50
  on
• 1:50
  the
• 1:50
  show
• 1:50
  all
• 1:50
  the
• 1:50
  time
• 1:50
  are
• 1:51
  creatures
• 1:51
  of
• 1:51
  habit.
• 1:52
  One
• 1:52
  starts
• 1:52
  doing
• 1:52
  it,
• 1:53
  the
• 1:53
  others
• 1:53
  start
• 1:54
  to
• 1:54
  follow.
• 1:54
  But
• 1:54
  it's
• 1:55
  not
• 1:55
  a
• 1:55
  move
• 1:55
  I
• 1:55
  would
• 1:56
  make.
• 1:56
  No,
• 1:56
  not
• 1:56
  at
• 1:57
  all.
• 1:58
  Yeah,
• 1:58
  I
• 1:58
  agree.
• 1:59
  I
• 1:59
  mean,
• 1:59
  I
• 1:59
  don't
• 1:59
  know
• 1:59
  that
• 1:59
  Macy's
• 2:00
  has
• 2:00
  another
• 2:00
  option
• 2:01
  here.
• 2:01
  And
• 2:01
  to
• 2:02
  your
• 2:02
  point,
• 2:02
  if
• 2:02
  you're
• 2:02
  looking
• 2:03
  at
• 2:03
  what
• 2:03
  Macy's
• 2:04
  needs
• 2:04
  to
• 2:04
  focus
• 2:04
  on
• 2:04
  to
• 2:04
  stay
• 2:05
  relevant
• 2:05
  right
• 2:05
  now,
• 2:06
  retail
• 2:07
  media
• 2:07
  is
• 2:08
  not,
• 2:08
  you
• 2:08
  know,
• 2:09
  an
• 2:09
  area
• 2:10
  of
• 2:10
  expertise
• 2:11
  that
• 2:11
  they
• 2:11
  have.
• 2:12
  So
• 2:12
  this
• 2:12
  does,
• 2:13
  I
• 2:13
  think
• 2:13
  make
• 2:14
  sense
• 2:14
  to
• 2:14
  me.
• 2:15
  Whether
• 2:15
  or
• 2:15
  not
• 2:15
  I
• 2:15
  would
• 2:15
  do
• 2:16
  it
• 2:16
  might
• 2:16
  be
• 2:16
  another
• 2:17
  question.
• 2:17
  But
• 2:18
  I
• 2:18
  think
• 2:18
  that,
• 2:18
  you
• 2:19
  know,
• 2:19
  partnering
• 2:20
  with
• 2:20
  Amazon,
• 2:20
  while
• 2:20
  potentially
• 2:21
  dangerous
• 2:21
  down
• 2:22
  the
• 2:22
  line,
• 2:22
  may
• 2:22
  be
• 2:22
  the
• 2:23
  best
• 2:23
  or
• 2:24
  only
• 2:24
  way
• 2:24
  for
• 2:24
  them
• 2:24
  to
• 2:25
  truly
• 2:25
  capitalize
• 2:26
  on
• 2:26
  all
• 2:26
  of
• 2:26
  the
• 2:27
  money
• 2:27
  to
• 2:27
  be
• 2:27
  made
• 2:27
  from
• 2:28
  these
• 2:28
  ads.
• 2:28
  I
• 2:28
  mean,
• 2:29
  if
• 2:29
  you
• 2:29
  look
• 2:29
  at
• 2:29
  Walmart
• 2:30
  or,
• 2:30
  sorry,
• 2:30
  at
• 2:31
  Macy's,
• 2:31
  that
• 2:31
  is
• 2:32
  a
• 2:32
  standalone
• 2:32
  retail
• 2:33
  media
• 2:33
  network
• 2:33
  right
• 2:34
  now,
• 2:34
  who's
• 2:34
  interested
• 2:35
  in
• 2:35
  buying
• 2:35
  that?
• 2:36
  But
• 2:36
  if
• 2:36
  you
• 2:36
  can,
• 2:37
  if
• 2:37
  you
• 2:37
  can
• 2:37
  use
• 2:38
  Amazon
• 2:38
  ads
• 2:39
  as
• 2:39
  the
• 2:39
  engine
• 2:40
  that's
• 2:40
  starting
• 2:40
  to
• 2:40
  serve
• 2:40
  up
• 2:41
  content,
• 2:41
  it
• 2:41
  might
• 2:42
  be
• 2:42
  more
• 2:42
  relevant
• 2:43
  for
• 2:43
  the
• 2:44
  people
• 2:44
  visiting
• 2:44
  the
• 2:44
  Macy's.com
• 2:45
  page.
• 2:46
  They'll
• 2:46
  be
• 2:46
  able
• 2:47
  to
• 2:47
  see,
• 2:47
  you
• 2:47
  know,
• 2:48
  how
• 2:48
  this,
• 2:49
  how
• 2:49
  these
• 2:49
  ads
• 2:49
  are
• 2:49
  performing
• 2:50
  for
• 2:50
  them
• 2:50
  relatively
• 2:51
  quickly
• 2:51
  to
• 2:52
  determine,
• 2:52
  you
• 2:53
  know,
• 2:53
  whether
• 2:53
  or
• 2:53
  not
• 2:53
  this
• 2:53
  is
• 2:54
  a
• 2:54
  path
• 2:54
  they
• 2:54
  want
• 2:55
  to
• 2:55
  keep
• 2:55
  going,
• 2:56
  going
• 2:56
  towards.
• 2:56
  But
• 2:57
  I
• 2:57
  do
• 2:57
  feel
• 2:58
  like
• 2:58
  they
• 2:58
  do
• 2:58
  need
• 2:59
  Amazon
• 2:59
  right
• 2:59
  now
• 3:00
  to
• 3:00
  fuel
• 3:01
  growth
• 3:01
  for
• 3:01
  their
• 3:02
  retail
• 3:02
  media
• 3:02
  business
• 3:03
  and
• 3:03
  to
• 3:03
  get
• 3:03
  them
• 3:03
  the
• 3:03
  most
• 3:04
  money
• 3:04
  possible
• 3:04
  here.
• 3:06
  But
• 3:06
  maybe
• 3:07
  they'll
• 3:07
  be
• 3:07
  able
• 3:07
  to
• 3:07
  come
• 3:07
  out
• 3:08
  of
• 3:08
  it.
• 3:08
  Maybe
• 3:08
  this
• 3:08
  is
• 3:08
  just
• 3:09
  a
• 3:09
  short
• 3:09
  term
• 3:09
  thing
• 3:09
  and
• 3:10
  Macy's
• 3:10
  can
• 3:11
  focus
• 3:11
  and
• 3:11
  double
• 3:11
  down
• 3:11
  on
• 3:12
  the
• 3:12
  things
• 3:12
  that
• 3:13
  gave
• 3:13
  them
• 3:13
  that
• 3:13
  great
• 3:13
  earnings
• 3:14
  report
• 3:15
  and
• 3:15
  then
• 3:16
  they
• 3:16
  could
• 3:16
  pull
• 3:16
  away
• 3:16
  down
• 3:17
  the
• 3:17
  road.
• 3:17
  Yeah,
• 3:17
  I
• 3:17
  mean,
• 3:17
  that's
• 3:18
  interesting
• 3:18
  because
• 3:18
  like,
• 3:18
  you
• 3:19
  know,
• 3:19
  I,
• 3:19
  you
• 3:19
  know,
• 3:19
  as
• 3:20
  you're
• 3:20
  sitting,
• 3:20
  as
• 3:20
  you're
• 3:20
  sitting
• 3:21
  there
• 3:21
  talking
• 3:21
  and
• 3:21
  as,
• 3:22
  as
• 3:22
  I'm
• 3:22
  thinking
• 3:22
  back
• 3:22
  to
• 3:23
  what
• 3:23
  I
• 3:23
  said
• 3:23
  too,
• 3:23
  I
• 3:23
  think,
• 3:24
  you
• 3:24
  know,
• 3:24
  it
• 3:24
  makes
• 3:24
  me
• 3:24
  like
• 3:24
  this
• 3:25
  move,
• 3:25
  you
• 3:26
  know,
• 3:26
  even
• 3:26
  more
• 3:26
  for
• 3:26
  Macy's
• 3:27
  potentially
• 3:27
  because
• 3:27
  you're
• 3:28
  right.
• 3:28
  Retail
• 3:29
  media,
• 3:29
  A
• 3:29
  successful
• 3:30
  retail
• 3:30
  media
• 3:30
  strategy
• 3:31
  or
• 3:31
  getting
• 3:31
  more
• 3:31
  retail
• 3:32
  media
• 3:32
  dollars
• 3:32
  is
• 3:32
  not
• 3:33
  evidence
• 3:33
  of
• 3:33
  you
• 3:33
  having
• 3:33
  a
• 3:34
  good
• 3:34
  retail
• 3:34
  business.
• 3:35
  Having
• 3:35
  a
• 3:35
  good
• 3:35
  retail
• 3:36
  business
• 3:36
  will
• 3:36
  fuel
• 3:37
  your
• 3:37
  retail
• 3:37
  media
• 3:38
  business.
• 3:38
  And
• 3:38
  you
• 3:38
  have,
• 3:39
  you
• 3:39
  cannot
• 3:39
  put
• 3:39
  the
• 3:40
  cart
• 3:40
  before
• 3:40
  the
• 3:40
  horse.
• 3:41
  And
• 3:41
  so
• 3:41
  if
• 3:41
  that's
• 3:41
  what
• 3:42
  the
• 3:42
  leadership
• 3:42
  is
• 3:42
  doing
• 3:43
  here,
• 3:43
  then,
• 3:44
  you
• 3:44
  know,
• 3:44
  kudos
• 3:44
  to
• 3:44
  Macy's,
• 3:45
  which
• 3:45
  I
• 3:45
  can't
• 3:46
  remember
• 3:46
  the
• 3:46
  last
• 3:46
  time
• 3:46
  I
• 3:47
  said
• 3:47
  that
• 3:48
  in
• 3:48
  any
• 3:48
  way,
• 3:48
  shape
• 3:49
  or
• 3:49
  form
• 3:49
  for
• 3:49
  Macy's
• 3:50
  and
• 3:50
  maybe
• 3:50
  with
• 3:51
  the
• 3:51
  possible
• 3:51
  exception
• 3:52
  being
• 3:52
  their
• 3:52
  marketplace.
• 3:53
  But
• 3:53
  yeah,
• 3:54
  I
• 3:54
  think
• 3:54
  that's
• 3:54
  a
• 3:55
  good
• 3:55
  point.