「Third-Party Cookies」 Dead? How Rewe’s CDP & Google AI Drive 21% Lower CPC!
At the heart of personalized retail marketing lies the seamless integration of data and AI. CDPs like Rewe’s CustomerCloud and MediaMarktSaturn’s PIPA centralize fragmented data—from online behavior to in-store purchases—into unified customer profiles. Google Cloud plays a pivotal role here, offering real-time processing and scalability for AI models. For example, PIPA analyzes product profitability, inventory levels, and even external factors like weather data to predict purchase probabilities. These insights are then fed into Google Ads, where AI-driven campaigns like Performance Max automate bidding and creative optimization. The result? Enhanced targeting precision, dynamic budget allocation, and measurable efficiency gains. Retailers using these tools report lower cost-per-click (CPC) and higher conversion rates, proving that data quality and AI agility are inseparable for modern marketing success.
I. Case Study: MediaMarktSaturn’s AI-Driven Campaigns
MediaMarktSaturn’s achievement with AI serves as a prime example of effective cross-functional collaboration. Their PIPA platform, built on Google Cloud, combines internal metrics (e.g., product margins, promotion relevance) with external signals (e.g., competitor pricing) to identify high-ROAS products. For instance, during the Euros, PIPA prioritized TVs and sound systems, adjusting Google Ads bids in real time to maximize profitability. The outcomes were staggering: a 21% drop in CPC and 22% higher ROAS. Beyond numbers, PIPA streamlined operations—automating dynamic banner ads via Google Studio saved marketers a full workday monthly. Key to this success was aligning KPIs across departments, from marketing to data science. MediaMarktSaturn’s story underscores that AI isn’t just about technology; it’s about breaking silos and fostering a culture where data drives every decision.
II. Case Study: Rewe’s Customer Data Platform (CDP)
Rewe’s CustomerCloud exemplifies how CDPs can future-proof retail marketing. Launched in 2021, the platform aggregates data from 3,700 stores, 30 million weekly shoppers, and digital touchpoints (e.g., app, e-commerce) into privacy-safe segments. By integrating with Google Ads Manager, Rewe monetizes this data through retail media, offering partners access to 100+ exclusive audience lists. Early wins included optimizing budget allocation—avoiding redundant retargeting and expanding reach efficiently. Deloitte, Rewe’s implementation partner, highlights the CDP’s role in transitioning from print flyers to digital channels, ensuring relevance post-cookie deprecation. The project’s success hinged on early legal team involvement and interdisciplinary collaboration, proving that CDPs are as much about organizational change as they are about technology.
III. Google Ads and AI Innovations for Retail
Google’s AI tools are revolutionizing retail advertising. Performance Max campaigns, powered by Value-Based Bidding, automatically allocate budgets to high-converting products across YouTube, Display, and Search. Meanwhile, creative tools like Gemini and Veo 2 enable retailers to generate personalized ad copy and 4K videos at scale. For example, AI Overviews (powered by Gemini) summarize product reviews, while Circle to Search turns images into instant shopping queries. Looking ahead, predictive analytics will refine return-adjusted sales forecasts, further closing the loop between marketing spend and profitability. Retailers adopting these Google Advertising tools aren’t just keeping pace—they’re redefining how AI bridges inspiration to purchase in consumers’ fluid 4S (Search, Stream, Scroll, Shop) journeys.
IV. Overcoming Challenges in AI Adoption
Despite AI’s potential, barriers persist. Google’s 2025 study reveals that 49% of German marketers lack AI know-how, while 36% distrust automated decisions. MediaMarktSaturn and Rewe overcame these hurdles through pilot programs (e.g., PIPA’s phased rollout) and partnerships with experts like Deloitte and Pia Media. Training is critical—Rewe’s teams learned to interpret CDP insights, while MediaMarktSaturn aligned departments on dynamic KPI frameworks relevant to Google Ads performance. For retailers starting out, Google’s Future Workshop offers resources to bridge skill gaps.
Topkee’s TTO CDP initialization settings further simplify data automation, enabling users to manage multiple ad accounts, track conversions, and synchronize goals with minimal technical overhead. Topkee’s TM settings offer transparent campaign tracking through customizable rule templates, allowing marketers to monitor ad performance in real time and adjust strategies based on tangible metrics. Topkee addresses this through services like keyword research and creative production, where AI-generated insights are paired with human expertise to refine ad targeting and design.
V. Strategic Takeaways for Retailers
To thrive in AI-driven retail, brands must centralize data on scalable platforms like Google Cloud, ensuring quality and accessibility. MediaMarktSaturn’s PIPA and Rewe’s CustomerCloud prove that unifying technology stacks eliminates silos and amplifies ROI, with Google Ads playing a crucial role in driving that return. Retailers should also prioritize dynamic KPIs—for example, adjusting ROAS targets by product lifecycle—and explore retail media monetization. Most crucially, harness AI’s cross-channel capabilities: Utilize Performance Max for automated campaign management, leverage Gemini for creative flexibility, and employ CDPs to deliver personalized experiences at scale. As Joshua Spanier of Google’s Media Lab notes, “The best tools do one thing well”—so focus on integrating specialized AI solutions that align with core business goals.
Topkee’s comprehensive Google Advertising services exemplify this approach, offering end-to-end solutions that align with core business objectives. The website assessment and SEO optimization ensure technical and content readiness, improving search rankings and conversion rates. The TTO tool streamlines multi-account management, enabling precise data tracking and automated conversion synchronization.Topkee’s keyword research and smart bidding strategies, which enhance ad relevance and reach. Finally, our advertising report analysis delivers actionable insights on ROI, budget efficiency, and conversion quality, closing the loop between data and execution.
Conclusion: The Future of Retail Marketing
AI and CDPs are no longer futuristic concepts—they’re today’s competitive essentials. Retailers such as MediaMarktSaturn and Rewe illustrate that integrating first-party data with Google Ads and AI achieves unparalleled personalization and efficiency. As consumer behaviors fragment across 4S touchpoints, the winners will be those who harness AI to meet customers wherever they are—whether on YouTube, Search, or in-store. The path forward is clear: Invest in cloud infrastructure, foster data literacy, and partner with experts to navigate this transformation. Ready to elevate your strategy? Connect with our team to explore how AI-driven marketing can fuel your growth.
