Why it’s bad for retailers if Google are forced to scrap PLA in favour of CSS

Category: Brands

Earlier this week we discussed how Clause 6.5 of the EU Digital Markets Act could force Google to scrap PLA (Product Listing Ads) and replace them with Comparison Shopping Service (CSS) results.

Today, Tony Preedy, Managing Director at Fruugo, joins me to dive deeper into the implications such a change would have and why it’s bad for consumers, retailers and indeed Google themselves.

In this video you will find:

  • 00:00 Clause 6.5 of the EU Digital Markets Act and impact for Google SERPS and PLA
  • 00:56 What do the Comparison Shopping Services (CSS) want changed on Google?
  • 03:29 What happened in the past when CSSs dominated Google SERPS
  • 04:11 What Google are doing to comply with the Digital Markets Act
  • 05:55 Potential damage for consumer experience and retailer ROAS attribution
  • 07:43 Why consumers like Google PLAs & personalisation
  • 09:49 Where would shoppers go if PLAs disappear? (Spoiler alert… Amazon!)
  • 10:38 When are CCSs great for consumers and retailers?
  • 11:37 When are CCSs a terrible choice for consumers and retailers?
  • 14:06 Why retailers need to make their views known

One Response

  1. Hi
    An interesting plug for paid advertisers, I would have welcomed an opposing opinion from the comparative website community.
    I liked Chris’s train painting.
    Regards
    John

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